Rich Brits blamed for high emissions – but they might hold the power to accelerate climate action

Britain’s wealthiest individuals are responsible for a disproportionate share of carbon emissions—but new research from the University of Bath suggests they also hold the key to accelerating climate action.

Survey data, published in PLOS Climate reveals that while the UK’s top earners are far more likely to adopt green technologies like electric vehicles and heat pumps, they remain unwilling to compromise their lifestyle to cut emissions.

Globally, the richest 10% were responsible for over 50% of emissions from 1990-2015. In the UK, the highest-income households produce three times the emissions of the poorest.

To explore how the wealthy could help close this gap, researchers at the University of Bath surveyed over 1,000 people, including a targeted group of 43 wealthy individuals, and conducted in-depth interviews.

Wealthy Brits lead in green technology investment

The study found that the wealthiest Britons are far more likely to invest in low-carbon technology:

50% of households earning over £200k bought an electric vehicle in 2022, compared to just 8% of middle-income and 2% of low-income households.

Higher-income households are also more likely to install energy-efficient heat pumps and take advantage of government subsidies.

Despite this, high-income individuals still consume significantly more across food, transport, and shopping—especially when it comes to frequent flying and luxury goods.

Wealthy Brits more climate conscious

The research found that wealthier individuals are more informed and concerned about climate change:

81% of wealthy respondents said urgent action is needed, compared to 68% of others.

They are more likely to understand terms like net-zero and carbon footprint and support stronger climate policies.

Yet, their lifestyles remain carbon-intensive. Many underestimate the impact of flying and beef consumption while overestimating smaller actions like recycling.

Co-author, Dr Sam Hampton from the Department of Psychology said: "When it comes to the contradiction between wealthy individuals' climate concern and high-emission lifestyles, they often underestimate the impact of activities like flying and eating beef while overestimating smaller actions like recycling. Some also justify their choices through comparison, seeing their emissions as reasonable next to others with even more polluting habits."

Influence and Power Could Drive Change

The study highlights the power of wealthy individuals to drive systemic change:

42% of wealthy respondents believe they can influence businesses through their purchasing power, compared to just 12% of lower-income participants.

6 in 10 wealthy respondents hold managerial positions, giving them the ability to implement corporate sustainability initiatives.

A Call for Action

Lead researcher Hettie Moorcroft from the Department of Psychology said: “Addressing emissions inequality is essential for a just transition to net-zero. The wealthiest individuals have a unique opportunity—and responsibility—to make a significant impact.  Our research highlights how wealthy people contribute to climate change beyond their direct consumption behaviours, but also how their existing capabilities may be leveraged for accelerated change.”

Co-author, Dr Sam Hampton from the Department of Psychology said:

"When it comes to how we can incentivise wealthy people to take a leadership role, making low-carbon behaviours visible and aspirational is crucial. While British culture often avoids showing off, policies like introducing green number plates help normalise and highlight sustainable choices, shifting social norms and expectations."

“As climate change continues to be a pressing issue, it's crucial that policymakers focus on making sustainable choices more accessible and appealing for everyone. The wealthiest individuals have a unique opportunity to lead the way. With the right incentives, they could become key players in driving the shift towards a greener, more sustainable future."

ENDS

For more information, please contact:
Rebecca Tanswell
University of Bath Press Office
Tel: 01225 386319
Email: rlt54@bath.ac.uk   

DOI: 10.1371/journal.pclm.0000573

Link to the article which will go live on publication: https://journals.plos.org/climate/article?id=10.1371/journal.pclm.0000573

Notes to Editors

• How they did it: To understand how the UK's wealthiest individuals can impact climate change, researchers conducted a detailed nationwide survey of UK households, gathering data on over 300 factors related to lifestyles and emissions. This was paired with in-depth interviews.
• “Wealthy” criteria: For the purpose of this study, "wealthy" respondents were generally those with a household income over £150,000, as this aligns with the top 10% of income earners in the UK, whose average income in 2021-22 was £182,169. However, the research team also included individuals who reported an income above £100,000 and owned their home outright along with at least two cars. For retired participants who met these two criteria, the income threshold was lowered to £48,000. Additionally, for the wealthiest 10% of students, the threshold was adjusted to £33,000, reflecting their income differences compared to the general population.

• Funding: This research was funded by the Economic and Social Research Council (ESRC)

About the University of Bath
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