Our Climate Action Survey - current behaviours and future intentions
In December 2020 we carried out our climate action survey to better understand individuals sustainability behaviour; knowing that in the face of climate change and the pandemic, individuals are striving to ‘build back better', and only 9% of Britons want life to return to “normal” after the outbreak is over.
The disruption that coronavirus has caused on societal habits provides us with a unique opportunity to embed new behaviours; focused on community, planet and people. Ahead of 2021, we wanted to better understand which behaviours individuals are currently doing and which ones they are likely to adopt, or not.
The insights from the survey provide us with a better understanding of how we can drive change; which areas individuals are most likely to act upon and where they aspire to do more, so that we can support them in doing so.
The survey focuses on understanding:
- Reduce water and food waste
- Recycle and choose products with recycled content, whenever possible.
- Switch to renewable energy and conserve energy
- Eat more fruits, vegetables, and plant-based foods
- Purchase durable products, not disposable
- Choose nature friendly products that protect habitats and biodiversity.
Individuals’ values around sustainability
Thinking of climate change, the planet and protecting it for the future, how much of a concern is this for you personally?
17% said it was the issue/one of the issues I am most concerned about
44% stated that it was a big concern for me
15% stated it was a concern but I'm not doing much about it
18% said it is somewhat of a concern to me
4% said it was little or no concern
2% said they don't believe in climate change
We also asked respondents some questions regarding how the current pandemic was affecting them.
1. Covid has made me more aware of global issue.
80% agreed, either somewhat or strongly
2. Given all that's going on in the world, I find myself just wanting to go back to basics.
79% agreed, either somewhat or strongly
3. I feel the good life is further out of reach than it used to be.
62% agreed, either somewhat or strongly
We can see that the pandemic has made things feel very different, out of disruption comes recalibration?
Individuals’ feelings around sustainability
This question provides great insight into the complex emotions that people are currently feeling about climate change.
With only 17% of respondents saying they were optimistic, 16% being determined and 3% confident there is a clear role for all brands to strengthen consumer relationships and evidence how they are committing to action on climate change.
Positive feelings:
17% said they were optimistic, hopeful
16% said they were determined, motivated
3% said they were confident, reassured, calm
Negative feelings:
28% said they were overwhelmed
17% said they were sad, upset
15% said they were anxious, scared, worried
12% said they were angry, frustrated
11% said they were resigned
9% said they were tired, fatigued
9% said they were guilty
7% said they were sceptical
4% said they were bored, indifferent, not interested.
Individuals’ current sustainable behaviours
How often do you currently behave this way to protect the planet, its people and resources?
Our survey reveals which sustainable behaviours are being adopted and which are less so.
We asked respondents to say whether they Always, Often, Sometimes, Rarely or Never behave this way, in context of the following sustainable actions:
- Reduce water and food waste
- Recycle and choose products with recycled content, whenever possible.
- Switch to renewable energy, conserve energy
- Eat more fruits, vegetables, and plant-based foods
- Purchase durable products, not disposable.
- Choose nature friendly products that protect habitats and biodiversity.
Over half, 52% of our respondents stated that they Often adopt these sustainable behaviours.
Out of the 6 sustainable behaviour categories, the following 'always' behave in this way:
24% always - Reduce water and food waste
18% always - Recycle and choose products with recycled content, whenever possible.
16% always - Switch to renewable energy, conserve energy
16% always - Eat fruits, vegetables, and plant-based food
14% always - Purchase durable products, not disposable
11% always - Choose nature friendly products that protect habitats and biodiversity.
Individuals’ intended future behaviours.
How much do you intend to behave this way in the future to protect the planet, its people and resources?
We asked respondents to say whether they Strongly intend to do this, Occassionally intend to do this or Never intend to do this, in context of the following sustainable actions:
- Reduce water and food waste
- Recycle and choose products with recycled content, whenever possible.
- Switch to renewable energy, conserve energy
- Eat more fruits, vegetables, and plant-based foods
- Purchase durable products, not disposable.
- Choose nature friendly products that protect habitats and biodiversity.
Collectively, we can see that the majority of respondent strongly intend to adopt sustainable behaviours. Research tells us that intentions do not always correlate to action, which means there is an opportunity for brands to plan how they can support and reward behavioural change.
61% - Strongly intend to do this
32% - Occassionally intend to do this
4% - Never intend to do this
Intentions reveal strong support for:
78% Strongly intend to do this - Reduce water and food waste
69% Strongly intend to do this - Purchase durable products, not disposable.
59% Strongly intend to do this- Switch to renewable energy, conserve energy
57% Strongly intend to do this - Choose nature friendly products that protect habitats and biodiversity.
53% Strongly intend to do this - Recycle and choose products with recycled content, whenever possible.
53% Strongly intend to do this - Eat more fruits, vegetables, and plant-based food
Who should be responsible?
When it comes to addressing the climate crisis, who do you feel should be responsible?
Respondents were given the following options:
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National governments
-
Larger companies and businesses
-
Smaller businesses
-
Local authorities/ cities
-
Individuals, through their everyday choices
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Individuals, when organised collectively
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Global organisations and institutions
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Charities and NGOs
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The media
-
Other, please specify
Respondents demonstrated through their answers a theme of shared responsibility with key focus on:
51% - National government
14% - Large companies and business
13% - Individuals through their everyday choices
9% - Global organisations
Who can have the most impact?
When it comes to addressing the climate crisis, which of the following do you believe can have the greatest positive impact?
Respondents were given the following options:
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National governments
-
Larger companies and businesses
-
Smaller businesses
-
Local authorities/ cities
-
Individuals, through their everyday choices
-
Individuals, when organised collectively
-
Global organisations and institutions
-
Charities and NGOs
-
The media
-
Other, please specify
Respondents demonstrated through their answers a theme of shared responsibility, with key focus on:
27% - National government
23% - Large companies and business
19% - Individuals through their everyday choices
11% - Global organisations
