Research from Aviva shows that the over 55s are the most committed to reducing their personal environmental impacts. The study shows that baby boomer generation are more likely to recycle their waste (84%), avoid single-use-plastic (66%) and buy only seasonal fruit and vegetables (47%), compared to UK adults in any other age group. The survey of around 4,000 UK adults found that when asked about climate-conscious actions, in almost every category, over-55s were most likely to be taking steps already. Over 55s were also the group most likely to be avoiding single-use plastic, reducing car usage, reducing meat consumption and cutting down on flying. The study notes that environmental consciousness is also increasingly influencing which brands UK adults choose, with two thirds (68%) more likely to pick brands with sustainable or climate-aware credentials. Over 55s are more likely to shop locally, and try to reduce packaging.