Trend: The macro environment for climate is changing rapidly as worldwide investment in renewables continues to rise and the impacts of global warming become more evident. Our data reflects this: globally, views on the importance of climate action are converging, and have increased in intensity over the past ten years. The key question now is how far — and how fast — people are willing to change their daily lives to reach shared goals.

Tension: While outright denial and scepticism is rare, there are real differences between a core for whom climate is the lead issue and the wider population who flirt with disengagement.

Takeaway: Brands should demonstrate commitment because people expect companies 
to help and don’t think they’re doing enough. But people also need help to feel like they are contributing to solutions — through everything from policy to programming to packaging.