Green ‘virtue-signalling’ on the rise as one in 10 young people are now vegan

One in 10 young people are now vegan and are leading the charge in green “virtue-signalling”, a new report has revealed.

Under-25s are more likely to boast about performing eco-friendly actions such as limiting water use or donating to charity shops than older age groups, a survey of 4,000 adults has suggested.

But they are half as likely to actually carry these out, according to the findings from insurance company Aviva in their latest How We Live report.

Experts said many are feeling “guilty” about their environmentally harmful habits including travelling by plane, buying food in single-use plastic containers and putting the heating on.

To assuage this, they exaggerate their eco-friendly behaviour both online and in person, the analysts said.

In the survey, 10 per cent of respondents aged between 16 and 24 said they follow a plant-based diet, a four per cent increase on the national average of six per cent.

Those aged 75 and above ranked the lowest with just two per cent following a vegan diet, a one per cent increase from last year.

Environmental habits of under-25s below average

But when the analysts looked at the environmental habits of under-25s they found just a third (34 per cent) recycle through bin collections, compared to the national average of 71 per cent.

For the over 75s, the figure was ninety per cent.

In addition, just 23 per cent of under-25s say they limit water consumption in their homes against 43 per cent of all UK residents, while 30 per cent of 16-24s give unwanted items to charity shops, contrasting with a national average of 63 per cent.

On green ‘virtue-signalling’ those under 25 are most likely to say they have witnessed virtue-signalling (81 per cent), compared to 54 per cent of respondents across all age groups.

Aviva said this could be explained by young people seeing their peers boast about their eco-credentials online.

Kelly Whittington, property claims director at Aviva said: “Green issues are high on people’s agendas and it’s encouraging that most people are taking steps to reduce their impact on the planet. Individuals are feeling guilty about “non-green” actions and are eager to share their efforts on social media.

“This suggests we may see even more positive progress in the future.

“Collectively, there is still much work to be done, but it’s encouraging to see that as a nation, we want to do more.”

One in eight UK adults (12 per cent) also admitted they have exaggerated their eco-friendly actions to others, while a further 23 per cent are tempted to do the same.

Virtue-signalling in Government policy

The issue of green virtue-signalling is not one limited to the household as it is increasingly informing Government policy.

Earlier this month, Steve Hilton, the former director of strategy for David Cameron, said: “Politicians from all parties have indulged in an orgy of green virtue-signalling, implementing self-harming, counterproductive policies such as Boris Johnson's ban on fracking for shale gas, with no serious thought given to the long-term consequences.”

Sir Christopher Hohn, one of Britain’s top hedge fund chiefs has also criticised “greenwashing” bank directors with lenders encouraged to back more North Sea oil and gas.

He said: “Any bank making a net zero promise whilst actively lobbying against necessary climate regulation, such as mandatory disclosure of borrowers’ emissions and climate action plans, is greenwashing.”