The Silent Witness star wants us to be vocal – and brag more – for the sake of the planet.
The actress speaks out after new research by Hive, the UK’s leading eco-tech brand reveals that 45% of Brits believe we find it harder than other cultures to talk about personal successes and one in five (20%) feel uncomfortable boasting about their personal achievements.
Now Fox, a keen environmentalist, has partnered with Hive to help people master the art of the humblebrag and share their eco wins with friends and neighbours to make them green with envy.
“Bragging doesn’t have to be boastful,” says Fox. “It’s about finding the right balance between celebrating your successes and being humble and gracious!”
She adds: “The humblebrag might be misrepresented as boasting, but if we put aside our British sensibilities and embrace a bit of celebration about our achievements, then the humblebrag can be seen in a positive light. Sharing your eco wins might even inspire your neighbours to follow in your green footsteps—and let’s face it, a more sustainable lifestyle benefits everyone. So here’s to the humblebrag and the humblebragger!”
Whilst being typically self-deprecating as a nation, almost a third (30%) of the 2,000 adults polled for Hive, said it is now important to set aside our reservations and be loud and proud about making eco-conscious decisions, even if it means stepping outside of their comfort zone.
For those who do like to boast already, exotic holidays are what they are most keen to show off about (26%) followed by work promotions (20%) and high-performance cars (14%), followed by eco-friendly upgrades to homes like fitting solar panels (13%). Family gatherings are the most popular places to talk about new possessions or achievements followed by the local pub and social media.
However, to avoid sounding boastful, over a quarter (27%) prefer to downplay their successes, 26% include examples of their gains while giving advice or encouragement to others while 18% simply keep quiet.
With her sharp wit and approachable charm, Fox is helping Brits embrace their achievements with style and confidence—without tipping into arrogance.
In a new tongue-in-cheek video, she shares her top three tips for subtly humblebragging about eco-tech.
The first tip explains how to brag about eco tech by ‘accidental misinterpretation’. She advised that if someone asks to use a charger, pretend to presume they mean an electric vehicle charging point.
The second way is to use any excuse to boast about how much money your greener home is saving you. Using the scenario of being complimented on a new dress at a Christmas Party, she responded: “What this? Well, I saved so much on my energy bills this year that I splashed out. God bless my heat pump!
And the third example showed just how good the daughter of actor Edward Fox and big sister of Slow Horse’s Freddie Fox has become at the art of humblebragging.
Imagining a conversation at the school gates where she was asked if she had watched the new adaption of the Day of Jackal at the weekend, she replied: “No, I was having my Hive solar panels installed. And anyway, I can catch up later – after all my Dad is the OG Jackal!”
Susan Wells, Director of EV and Solar at Hive said: “We believe that embracing eco-friendly technology is something to be proud of, and it’s time for Brits to feel confident in showcasing their green achievements. Whether it’s installing solar panels or adopting electric vehicles, these choices not only benefit the environment but can also inspire others.”
She adds: “By making it easy to track and manage energy use, we want to empower people to take control of their carbon footprint while feeling proud of the positive impact they’re making. We know Brits appreciate the value of saving – whether it’s cutting down on energy costs or protecting the planet – and our smart technology helps households do both effortlessly, combining sustainability with financial benefits.”
Fox added: “Being eco tech savvy is something to be proud of. So why not make your neighbours green with envy while you are it?”
