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The report, Ecological footprint of 60 British cities, looked at seven areas: housing, transport, food, consumer items, private services, public services and other, and clearly shows there is a link between disposable income and the size of an individual's footprint.

Where there was a greater concentration of wealth, people are more likely to have a large footprint.  However, as a rule, city dwellers can expect to have a slightly lower footprint than those in rural areas due to the lower transport footprint – most city residents have less distance to travel to work, while many rural areas are now home to commuters, going to work in the cities.

Colin Butfield, Head of Campaigns, WWF-UK, said:
"There is an inextricable link between our over-consumption of resources here in Britain and species loss around the world. The more we consume, the greater the demand on the environment and the higher the level of species loss."

Cities – big potential for change
The report findings show how important it is for people to change how they live in cities.

"The battle for the environment will be won or lost in our cities," continued Colin Butfield. "This is because they have the highest potential to reduce waste and pollution. It is possible for people to live 'greener' lives due to local facilities, public transport links, dense housing and shared public resources," he added.

Perhaps surprisingly, London residents have a relatively low transport 'footprint'.

The report found that people in London had the second lowest transport footprint in England, due to its big public transport network, low levels of car ownership and policies to discourage large, polluting cars.

But individuals can on average, only reduce their footprint by one third. The report supported the much-quoted assumption that consumers are only one part of the problem. The WWF urges the government and business to also act to lessen the impact that they are having on the environment.

Cutting the Footprint
There are several simple ways individuals can cut their footprint.
Our homes generate 30% of our footprint but turning down the thermostat by only 1 degree C could reduce our footprint by about 10%. Food accounts for 27% of our footprint but eating more fruit and vegetables and less meat could reduce our food footprint by up to 40%. Travel accounts for a further 22%. Choosing one long-haul flight less per year could reduce your footprint by 24%.