Domestic energy assessors
should take note that according to an expert, most people want to be green, even if they do not care for the label.

Pooran Desai, the founding director of sustainable community development business Bioregional Quintain, told the Grand Designs Live show that the term 'green' "carries with it a certain label".

While "most of us would love to lead a lifestyle that doesn't do damage to the environment", people seem to dislike the term, which they associate with woolly jumpers, beards, eating lentils and wearing sandals with socks, he said.

Referring to the One Brighton Concept block of flats, he said that when people arrived to look or buy apartments " a lot of them say: 'I'm not green.'"

He added: "They come and say: 'We like it here and it's nice to live somewhere which doesn't do damage to the environment.'"

The One Brighton Development offers water conservation measures such as dual flush toilets, water recycling and efficient showers and taps.