User guide

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Our priorities

Discover more about the sustainability issues that Which? is ready to tackle, and our five focus areas that we know cause the most environmental harm

Sustainability is a complex topic with many strands to it. There is much Which? could do as an organisation, but we wanted to be sure that we could identify and prioritise areas where we could make the most impact for consumers and for the planet. We also wanted to be confident that we would be addressing the needs and concerns of UK consumers and taking their views and ideas into account. 

In order to develop our approach to sustainability at Which?, we decided to undertake two significant projects: we reviewed existing evidence from a range of sources and we conducted our own research with consumers, too.

The results and our analysis of the information collected has highlighted how our behaviour and choices as consumers can cause environmental harm. We also now have a better insight into consumer concerns and what support Which? can provide to help to tackle climate change – essentially where we can make the biggest difference.

Overwhelmingly, this work showed how the things we do, and the things we buy – and how we consume and dispose of them – contribute to environmental harm in five main areas of our lives. These are:

  3. FOOD

The evidence review also drew our attention to the fact that much of the damage happening to our planet is embedded – it isn’t only a result of how we use the products we buy, it’s also created in the production and distribution of those products.

Our sustainability focus

The findings of our review and research highlighted the need for Which? to put together a list of priorities. So much could be done to support consumers and contribute to tackling environmental harm, but we want to use the expertise and influence of Which? to maximum effect. Teams across the organisation are now working together on our sustainability priorities. These aren’t the only areas we will tackle, but they give us the best starting point and focus to make a difference.

Which? is all too aware of greenwashing, too, hence our determination to provide facts and advice you can trust.


Expert View: consumer research

Pohlin Carter-Lau, insight manager

We've had our ear to the ground on sustainability for a while. But, given who we are as an organisation, we really wanted to get under the skin of this topic ourselves. Last year, we undertook our own research study, speaking to over 2,000 people like you from all over the UK and all walks of life.

The result? We can use everything we've heard to tap into the aspects of sustainability that you care about the most. It's why we're focusing on environmental harm and why we know we need to do more to hold the government and businesses to account – because that's where you feel the greatest responsibility lies. We'll keep using consumer research to keep fighting your corner.

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