Insulation
The purpose of insulation is to slow down the rate at which heat
escapes. The effectiveness of the insulation is stated as a “U-value”, being a measurement in Watts (of energy) per square metre of material per degree temperature difference, expressed as W/m²K. Therefore the lower the U-value the better the insulation.
The Building Regulations
http://www.communities.gov.uk/planningandbuilding/buildingregulations set out minimum requirements for all the elements of new buildings.
The U-value currently required for a new-build external wall is 0.3. As a comparison, the U-value of a straw-bale wall is 0.13, and of a solid 225mm (9”) brick wall, 2.0.
It’s worth noting that the Building Regulations currently require a U-value for glazing of 1.8. This is achieved with a double-glazed unit with a 12mm air gap and one pane of low emissivity glass, which lets light through but tends to reflect heat back into the room. So when a double-glazing salesman tells you how fantastic double glazing is, suggest a comparison
with a solid brick wall, which is never considered to be well insulated!
The U-value of a 9” solid brick wall can be reduce to a quarter (from 2.0 to 0.5) by lining the wall with 40mm (1.5”) of insulated plasterboard.
Materials
There are fundamentally 2 kinds of insulation:
They are equally effective as insulators (properly used) and the pros and cons are: 
Pros – Natural
- Sustainable
- Non-irritating
- No “gassing-off”
- No protective equipment needed
- No special tools
- Easily recycled

Cons – Natural- Relatively expensive
- There is no 2
Cellulose (left) and wood fibre (right) being installed
Pros – Synthetic
- Cheap
- Readily available
Cons – Synthetic
- Some are irritants
- Need protective equipment
- Non-sustainable
- High embodied energy
- Difficult to recycle
- Gasses-off
What you install is a matter of personal choice. Economically synthetics cannot be beaten – natural insulation is still relatively a cottage industry. Practically, a mix of natural and synthetic can give the best result. Natural materials in the loft, for instance, where you might be a regular visitor and skin irritation may be an issue. Synthetic under floor slab where gassing-off will not be an issue and there is no benefit in the extra expense of natural material (other than saving the world).