As higher energy prices and water shortages kick in, a significant number of ‘‘canny consumers‘‘ are now looking for ways to save money and the environment. New research by the National Consumer Council (NCC) shows that 8.6 million people are looking for clear advice on how they can be greener. They are leading the way to more sustainable lifestyles. But, warns NCC, confronted with up to 500 different ideas about how to live a more environmentally friendly lifestyle, it‘‘s all too complicated for most of us.

NCC‘‘s report Desperately Seeking Sustainability? suggests how a simple, environmental performance star-rating system could make green choices much simpler. Everyday products such as electrical goods, mobile phones, clothes and furniture would be star-rated according to their environmental credentials - for use in store and online. The NCC is calling on government to include this environmental scoring system in its proposed new information service for consumers, Environment Direct.

Paul Steedman, researcher at the NCC says: ‘‘There is a moodswing underway among a good number of consumers who are starting to feel good about recycling and, with household finances more tight than for years, people are returning to the idea of saving money and helping the environment. This is why the star rating system will help consumers get the information they need.‘‘

This new solution would also encourage competition for top sustainability ratings amongst businesses. Shops and manufacturers could then use this information on their displays, shelves and labels.

NCC is calling on Government to set up an independent body as part of Environment Direct to translate complex, scientific information into everyday language and help people compare products at-a-glance - with a star-rating system, for instance