Ipsos revealed the results of this global study for Earth Day. My selection of key learnings:
PERCEPTIONS AND UNDERSTANDING OF CLIMATE RISKS:
Individuals are aware… but feel their personal impact is less important and their country is already sacrificing too much to fight climate change:
- 64% across 32 countries say if individuals don’t act, they will be failing future generations
- This figure is in decline vs 2021 in all countries: -19% in JP, -18% in PO, -17% in TK & the US, -16% in DE, -15% in FR, SP, SW, IN, -13% in AUS…
- 36% on average say their country is sacrificing too much to fight climate change; 80% in INDO, 56% in IN, 53% in MA, 52% in the PHL, 51% in PO, 46% in the NL… 38% in FR
Countries most at risk from climate change are most concerned though:
- Latin American countries are where people think most that their governments need to act: ahead of COP30 in Brazil, 3 in 4 Brazilians say their country should do more
- The role of the US: 69% of Americans are worried about the impact of climate change (+4 pts vs 2022), but only 29% of them feel their country is a world leader in the fight against climate change
Although most are optimistic about the benefits of the energy transition, there are misperceptions about its risks:
- 54% anticipate a positive impact on air quality
- 45% anticipate a positive impact on public health in their country
- 46% anticipate benefits for animals globally
- Yet 29% believe there is no consensus among climate scientists about the effects of climate change
- In Europe there are worries that the transition to renewable energy will lead to higher energy prices; esp. in DE (59%) and BE & NL (both 56%).
58% in FR say electric cars are as bad for the planed as petrol/gas-powered cars.
- Few understand the progress on UN SDGs:
17% of UN SDGs are on track based on the UN 2024 Sustainable Development Report, but this figure is not known by most.
SO WHAT FOR BRANDS?
- 60% across 32 countries feel that if businesses don’t act now to combat climate change they will be failing their employees and customers.
- However this figure is declining in many markets, and lower in G7 markets than in 2021
- And only 1 in 5 trusts environmental claims made by companies about their products & services.
- Least trusting are HU (10%), NL (11%), DE (12%), UK & CA (14%), US, FR & SW (15%)…
- Most trusting are Asian countries: TH (46%), IN (40%), MA (38%)…
IN CONCLUSION…
- Individuals are worried, but are feeling less engaged, with financial worries hampering transition from fossil fuels
- Companies have opportunities to act, but need to review their communication and marketing to create belieavable and tangible claims & benefits that are also more focused on personal benefits for consumers.