Are the critics being fair to Procter & Gamble?

Procter & Gamble’s ‘Future Friendly’ campaign has been labelled dated and unfocused in a study by social enterprise Behaviour Change that looked at the current state of green consumer behaviour in the UK, covering everything from loft insulation to flying, using a nationally representative sample of 1,000-plus qualitative fieldwork.
It found that while easy behaviours such as recycling were now mainstream, sustainable living as a whole remained low on consumers’
priorities.
On transport, for example, only a quarter of respondents said it was very important to be greener, while 61% of those surveyed admitted they ‘can’t ever imagine’ changing holiday plans to avoid flying.
The report found numerous instances of over-claiming on green behaviour, suggesting that in many cases, consumers wrongly believe they are doing as much as they can.