A recent report has revealed that kids prove a a more influential source of information on environmental issues for their parents than renowned scientists, loquacious politicians or plant-hugging celebrities.
According to the study, adults find the "pester power" of their offspring far harder to ignore than the green messages propagated by campaigners.
Meanwhile, many admitted to being less well informed on the subject than their progeny.
The study, by energy company EDF, showed 42 per cent of adults admitted to coming under pressure from their children to be more environmentally friendly.
"It's encouraging that children are taking such a proactive interest in green issues, and that parents are making a concerted effort to make changes to their lifestyles as a result," the Scotsman quoted Andrew Brown, of EDF Energy, as saying.
The ICM online study of 1,000 adults took place between 10 and 14 September.