Forget David Cameron’s wind turbine or Gordon Brown’s Stern Review, the planet’s safe future lies within the glossy pages of Heat and Hello magazine. At least so says recycled toilet tissue producer, Nouvelle, who claim that increasing public awareness on green issues coincides with a growing number of celebrities backing eco-friendly ventures.

“Today’s celebrity-driven culture is a driving force behind the change in attitudes,” said Christine Clarke, Marketing Director for Nouvelle. “Focus groups have shown us that role model celebrities such as Bono and Jamie Oliver are key in changing consumer behaviour.”

Other UK celebrities mentioned in the study, conducted by ICM Omnibus, included Sting, Bono and Davina McCall as pro-environment role models.

“We are surprised by the rate of change amongst consumers,” added Ms Clarke. “It has accelerated since the environment has been taken up as a ‘fashionable’ cause. Influential personalities such as Davina McCall are putting environmental issues on the map and making them part of everyday life.”