It's a very large group of people. If you did a Venn diagram I'd seriously doubt there is much of an intersect between those that are concerned about the environment and those thoughtless wastes of space who leave litter everywhere.
You find that most people don’t even realise how scruffy England is... but drive or walk along and look at the floor as you travel. You won’t go 10 seconds without seeing litter. I’ve tried it all over the country, and been disappointed every time. Scotland is a lot better than England, but the built up areas are still scruffy.