The Prince of Wales today launched a new initiative to help people across the UK lead more sustainable lives.

Called simply “Start”, the initiative will aim to demonstrate what a more energy efficient, cleaner and healthier future could look like and how we can all make a start.

The initiative is backed by leading businesses such as B&Q, Virgin Money, Marks and Spencer, Asda, EDF and Addison Lee.  The Real Food Festival is also proud to be a supporter. It has two main elements: 

1. Information. 

Through a new website, launched today, together with participating businesses, public authorities and charities, Start will provide information aimed at helping people “make a start”.  Instead of telling people what to stop doing, Start will provide simple and practical information on how to make manageable steps towards greater sustainability.   The website launched today at www.startuk.org introduces the initiative and sets out its aims, as well as inviting people to register and contribute.  Further information on practical ways to live more sustainably will be added over the coming months.

2. Inspiration

Start will aim to inspire people by highlighting local projects throughout the UK which are already demonstrating how we can live more sustainably.   The Prince himself will conduct a tour to a number of projects later in the year.

 Speaking at the Museum of Science and Industry in Manchester, where he launched the initiative, The Prince explained that he was determined to help people lead more sustainable lives, address the fear that this meant adopting expensive and difficult measures, and combat some of the negative language of environmental debate. 

He said:  “A cursory look at most of the web sites that talk about climate change will reveal that it is full of this negative language: “stop,” “cut,” “reduce,” “don’t.” 

“That is only one way of looking at it.  Far too few talk about the potential for a sustainable future to be better and more rewarding – both for us and for Nature – than the lives we lead now.  This potential needs to be communicated across the country and, indeed, across the world.”

START is a Public/Private/NGO partnership which has been created in response to research which shows that when it comes to dealing with issues like climate change and sustainability, people are confused and are looking for information and advice.  It is all about exploring what is possible: from the cheapest and simplest to the most complex and futuristic; from quick fixes to long-term solutions.  So far, a number of businesses have signed up to the initiative including such High Street names such as B&Q, Virgin Money, Marks and Spencer, Asda, EDF and Addison Lee.

For more information, contact The Clarence House Press Office on 0207 024 5508/5506.