Net Zero Living 2024

In our latest Net Zero Living report, Ipsos, in partnership with the Centre for Climate Change and Social Transformations (CAST), explore public perceptions of net zero policies in the UK and provides valuable insights for policy and decision makers seeking to understand and enhance public support for net zero policies.

When communicating with the public, policy and decision makers should be honest and transparent about the costs of net zero policies

By understanding the factors that influence public perceptions of net zero policies, policy and decision makers can develop  more effective strategies  for building consensus and driving action on climate change. 

Browse the report here

Net zero policies 

The UK public continue to support more than oppose a range of potential net zero policies. The top policy is providing more support to help people improve the energy efficiency of their homes. 

Read more

Balancing act 

Public support for net zero policies is significantly influenced by personal impacts, so framing policies in terms of positive personal impacts boosts support. 

Read more

Trusted messengers 

While the UK public primarily get their news on climate change from traditional news and print, followed by social media, these outlets are not necessarily the most trusted sources. 

Read more

Politics Matters

There are stark differences in views on climate change and net zero depending on political preferences and how people voted in the 2024 General Election. 

Read more

For more information or to further discuss the findings and implications, please contact  Rachel Brisley, Head of Energy and Environment, UK Public Affairs, Ipsos.

Technical note:

• Ipsos has been running the Net Zero Living study since 2021. Results from the 2021 research can be found here, while the findings from the 2022 update are available.
• Survey data for this study has been collected by Ipsos’s UK KnowledgePanel, an online random probability panel which provides gold standard insights into the UK population, by providing bigger sample sizes via the most rigorous research methods. Ipsos interviewed a representative sample of 4,201 adults aged 16+ in the UK between 18th and 24th April 2024. 
• Data are weighted by age, gender, region, Index of Multiple Deprivation quintile, education, ethnicity and number of adults in the household in order to reflect the profile of the population of the UK. All polls are subject to a wide range of potential sources of error. 
• Where percentages do not sum to 100 this may be due to computer rounding, the exclusion of “don’t know” categories, or multiple answers. Questions are asked of the total sample of n=4,201 unless otherwise stated.