British people believe that the country should embrace wartime values to cut down on waste, according to research from the Energy Saving Trust.
The non-profit organisation did a survey of 1,570 people from across the UK and found that six out of 10 people in the UK think a return to a Second World War approach to using resources could help curb waste. For instance, people said that learning to sew on a button or zip, sharing leftover food with neighbours or darning a sock would cut down on waste.
The research was commissioned as part of the new Energy Saving Trust Wartime Spirit campaign launched on 2 April. It aims to highlight how Britons can take the best from the past to get tips on how to reduce waste and save energy.
Energy Saving Trust chief executive Philip Sellwood said: People who lived through the Second World War were extremely resilient in the face of extreme hardship. People had very little but they made do. Everyone you speak to who lived through the war always speaks about how they came up with extremely ingenious ways to make lifes essentials food and clothing go that little bit further.
We can now see an age of thrift being the new thrust and frugality the new frontier.