A report backed by the major environmental groups has suggested that the green movement needs to re-brand itself because the majority of people are put off by its "sackcloth and ashes" image. While the movement will always have its core support, a new cool public image is perhaps needed to reach out to a wider audience. The report gathered the opinions of 60 "green thinkers" and included a survey of 1,000 people on green attitudes and their actions over the last six months. When asked about a green role model or public figurehead, 63% could not come up with a name. The remaining 37% mentioned the likes of David Bellamy, David Attenborough and John Craven. One person suggested Wayne Rooney. Encouragingly, more than 80% said they recycled rubbish, 54% had refused plastic bags in shops and 61% bought organic food. However, only 19% avoided buying fish from threatened stocks and 12% said they could do without a car.
According to Environment Minister Lord Whitty, the challenge is now for opinion leaders, marketing experts and designers to make green behaviour, green products and green services fashionable.
