Britain sees double digit drop in those who feel individual action on climate change is needed, as world passes 1.5˚c temperature increase

Ipsos, one of the world's leading market research companies, has released a new 32-country study for Earth Day (22 April). The Ipsos People and Climate Change Report delves into perceptions of the risks facing us from the climate crisis. 
 

The research finds that Britain has seen a 12 ppt decrease in the percentage of people who feel that individual action on climate change is needed. This trend has been replicated across the 32 countries surveyed, with particularly sharp declines in G7 countries. This is despite increases in the percentage of those who say that they are concerned about climate change.

Key findings include: 

• Long-term trends show fewer feel individual action is needed: Across 32 countries, 64% agree with the statement that “if individuals like me don’t act to combat climate change, we will be failing future generations”. However, all countries have seen a decline in the proportion who agree with this statement since 2021 (the first year we asked this question). Among the G7 countries, Japan, the US, Germany, France, and Great Britain have all seen double-digit declines in those who feel they need to act. In Great Britain 61% agree with this statement, down from 73% in 2021 (-12 ppts). 
• Concern about the impact of climate change is rising: Three in four (74%) are concerned about the impact of climate change in their country. Compared to 2022, when we last asked this question, 18 of the 27 countries surveyed have seen an increase in concern. Concern is higher in countries at greater risk from climate change, such as the Philippines and Türkiye. In Great Britain, 72% say they are concerned about climate change, up 8 ppts since 2022. 
• People recognise 1.5˚c temperature rise is a big deal: While 17% say that an increase of global temperatures by more than 1.5˚c is not that big a deal, 53% disagree with this statement (compared to 12% who say it is not a big deal and 61% who say that it is in Great Britain). India is the only country where people are more likely to say it is not that big a deal. 
• People divided on whether their country should do more: Our analysis finds Latin America is where people are looking for greater action from their government and less likely to feel they are sacrificing too much. Across 32 countries, 36% say their country is giving up too much to tackle climate change, with people in Canada and France more likely to agree with this statement than not. A third (33%) of Britons agree with this statement.
• Financial worries hamper transition from fossil fuels: In much of Europe many believe transitioning to renewables will lead to an increase in energy prices. A majority in Germany, Netherlands and France feel this way, with just over four in ten (44%) Britons agreeing. Europeans are also more likely to think electric cars are as a bad for the planet as petrol/gas-powered cars.

Commenting on the findings, Rachel Brisley, Head of Energy and Environment at Ipsos, said:

Our Ipsos People and Climate Change Report reveals a concerning trend: despite rising apprehension about climate change, there's a significant drop in the number of people in the UK and globally who believe individual actions are necessary to combat it. This decrease, particularly pronounced in G7 nations, suggests a potential disconnect between concern and action. While more people are worried about climate change's impact, fewer feel empowered to make a difference. Ipsos findings suggest a renewed focus from policymakers is needed on communicating the effectiveness of individual actions alongside systemic change, emphasising that both are crucial for addressing this global challenge.

Technical note:

• For the full report, click here.  
• The “32-country average” reflects the average result for all the countries and markets where the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result.
• Ipsos interviewed 23,745 people online between January 24, 2025, and February 7, 2025, in 32 countries. Quotas were set to ensure representativeness and data have been weighted to the known population profile of each country. The sample consists of approximately 1,000 individuals each in Australia, Brazil, Canada, France, Germany, Great Britain, Italy, Japan, New Zealand, the Philippines, Spain, and the U.S., and 500 individuals each in Argentina, Belgium, Chile, Colombia, Hungary, Indonesia, Ireland, Malaysia, Mexico, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Switzerland, Thailand, and Türkiye. The sample in India consists of approximately 2,200 individuals, of whom approximately 1,800 were interviewed face-to-face and 400 were interviewed online.