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SURVEY: 'Meaningful Christmas' on the menu as vegan and free-from-chocolate brand NOMO probe detects surge in enthusiasm for more sustainable festive season


By Hector MacKenzie

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Jacqueline Tyrrell: 'The research has shown that people are open to changing and developing their habits in the Christmas season.'
Jacqueline Tyrrell: 'The research has shown that people are open to changing and developing their habits in the Christmas season.'

Almost a third of adults will be making positive changes to Christmas this year – including driving fewer miles across the country and using recyclable wrapping paper.

A survey of 2000 adults who celebrate the season also revealed 22 per cent will purchase more eco-friendly presents for others this year and 40 per cent will avoid buying gifts that could be considered ‘tat’.

And 18 per cent will be cutting down the amount of meat on offer for the big meal –while one in 10 will go entirely vegan.

And one in six will be donating to charity instead of buying presents.

Jac Tyrrell, brand manager of free-from-chocolate brand NOMO, which commissioned the research as part of its campaign to do things differently this year, including turning Santa’s outfit blue compared to the traditional red, said: “Many people are seeing Christmas as a time of year they can make meaningful changes in their lives; reinventing traditions and creating new sustainable ones.

“The smallest things can make the biggest difference, from changing what you eat to what you gift someone at Christmas.

“It is now widely recognised that making a positive change by eating vegan is no longer about compromising on taste. Our NOMO range is just as smooth and creamy as its dairy counterparts – so it’s also about changing people’s misconceptions around vegan chocolate, at time when we see chocolate sales spike”.

NOMO claims to be the UK’s number one vegan and free-from-chocolate brand.

Other positive changes respondents said they’d be making this year included donating to food banks, shopping for second hand gifts and asking others not to buy them presents.

While 19 per cent will be regifting a present to someone less fortunate, 27 per cent won’t bother sending physical Christmas cards.

It also emerged respondents expect they’ll make an average of four positive changes during the festive period.

And for more than half (54 per cent) it’ll be the first year they actively look to make such adjustments during the season.

The cost-of-living crisis has been the main driving factor in looking to help others in need according to 56 per cent, while 55 per cent simply want to be less wasteful and mix up Christmas a little.

And 45 per cent think there’s never been a better time to do their bit for the planet.

Of those making positive changes, 59 per cent will also actively be encouraging others to do the same.

Nearly a quarter (23 per cent) of all respondents have bought a present in the hope of influencing someone for the better according to the data commissioned via OnePoll.

When it comes to the food being consumed over Christmas, 41 per cent said they’d consider opting for vegan chocolate this year and 14 per cent would consider a full vegan dinner on the big day.

And 68 per cent believe you don’t always have to live by festive traditions.

Jac, added: “The research has shown that people are open to changing and developing their habits in the Christmas season.

“This year to celebrate changing traditions, we’ve has partnered with Santa who’ll be changing his red suit to blue to get people thinking about how they can make their yearly traditions more sustainable. It might take a little getting used to but we hope it’s a positive change we can all get on board with!”

More people are rethinking how they 'do' Christmas and one brand is keen to encourage us to re-evaluate some of our most ingrained habits.
More people are rethinking how they 'do' Christmas and one brand is keen to encourage us to re-evaluate some of our most ingrained habits.

TOP 20 POSITIVE CHANGES BRITS WILL MAKE THIS CHRISTMAS, ACCORDING TO SURVEY

1. Reusing Christmas decorations

2. Spend less overall

3. Not buying tat that no one will actually use

4. Spending less money on gifts

5. Cut down on gifts

6. Shopping earlier to spread the cost

7. Use wrapping paper that can be recycled

8. Avoid wrapping paper / cards which feature glitter

9. Buying food in budget supermarkets

10. Donating to a food bank

11. Avoid sending cards

12. Asking others not to buy me presents

13. Shopping for secondhand gifts

14. Buy eco-friendly presents

15. Drive less miles across the country to visit friends and family

16. Regifting a present you don't use to others less fortunate

17. Donating to charity instead of sending Xmas cards

18. Will be cutting down on meat this year

19. Send digital Christmas cards to cut back on waste

20. Donating to charity instead of buying gifts

Do you have any to add to the list?


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