Let’s start with the most important findings of the consumer survey conducted in ten different countries: Climate action is of high importance to consumers – despite the many other challenges of recent times.

The survey also clearly shows that after a clear and transparent explanation, consumers understand the concept of greenhouse gas emissions and offsetting, recognise, and correctly interpret climate-friendly labels, and use them as guidance for their purchase choices.

Among the countries surveyed, Spain and Italy stand out with a higher awareness of the need for climate action.

Consumers are aware of and care deeply about climate change and climate action, despite having to deal with dramatic changes in their lives caused by the current challenges in the world (e.g., the war in Ukraine, the COVID-19 pandemic, and worldwide inflation).  

75% of all respondents find climate change very important or a top priority (Top 2). The urgency for climate action is felt most strongly in Spain and Italy, where 89% and 88% of all respondents respectively rate climate change as “very important” or “top priority” (Top 2).

Moving forward, many consumers are willing to adapt their current lifestyle to support climate action. Over 40% of respondents are willing to give up traveling by plane for work or vacation, and 39% are willing to give up driving a car (petrol-using). Making changes to their nutrition is more challenging to most of the consumers: Approximately one third of respondents would give up meat or meat products but only 18% would give up dairy products to support climate change and help prevent global warming.

60% of respondents find a carbon neutral or climate-friendly label to be very important or of top priority (Top 2) when purchasing a product, proving that most consumers do in fact pay attention to sustainable labels.

Carbon neutral or climate-friendly labels also play an important role in the daily purchase decisions of consumers. For 42% of respondents, a label assures them about their purchase. And 49% of all respondents say that the label shows them that a company is taking responsibility for climate action.

The results of this survey show that corporate climate action is increasingly becoming a term that stands for a clear strategy and measures that are traceable and support a company's climate transformation. Despite many other issues that impact our daily purchase decisions, consumers want to engage in climate action and do their part. Companies should understand this readiness and act accordingly by defining and executing a holistic climate action strategy. Climate action is a journey that requires short-term, mid-term, and long-term strategies with tangible actions.  

Methodology:

In 2022, the market research institute Appinio conducted a global survey commissioned by ClimatePartner to find out more about consumers’ current perception and awareness of corporate climate action. The statements of this report are based on the responses of 9,556 consumers aged 14 and upwards in the following countries: the UK, Italy, the Netherlands, France, Sweden, the USA, Spain, Germany, Austria, and Switzerland. The results above refer to international averages that were calculated including all consumer statements from all countries.