As Canada accelerates its climate and nature agenda and prepares to address its own unique climate-related challenges, public engagement is more critical than ever.
Part of Canada Climate Week Xchange, this webinar featured Canadian insights from GlobeScan’s Societal Shift report. We explored Canadian public perceptions of climate, environment, and nature, and what motivates action.
Key Takeaways from the Webinar:
- Strong Canadian Support for Transition, But Limited Willingness to Sacrifice – 88% of Canadians agree that shifting to a green economy is needed, and most support Canada becoming an environmentally friendly country. However, willingness to make personal sacrifices is lower: only 19% would make a great deal of sacrifice, and 11% would make none. Canadians prefer low-cost, convenient actions (e.g., recycling, reducing energy use) over costly or disruptive changes like paying higher taxes or retraining for new jobs.
- Economic Pressures Shape Climate Engagement – cost of living concerns dominate Canadians’ priorities, with 58% saying it greatly affects them personally – far more than climate change (29%). Financial stress is the top barrier to adopting sustainable behaviors. Messaging that emphasizes affordability and savings is most effective for engagement.
- Desire for Systemic Change and Visible Progress – Canadians expect government, companies, and international bodies to lead climate action (80% hold government responsible). They want impactful, systemic measures like tech investment and corporate accountability, not just incremental actions like tree planting. Perceived progress is low on key policies (e.g., reducing fossil fuel subsidies, improving public transit), creating a gap between expectations and reality.
- Communication Strategies: Health, Hope, and Evidence – emotional responses to climate news are mixed – hope leads, but fear and anxiety are close behind, especially among Gen Z. Effective messaging should: start with cost savings and affordability; be fact-based and evidence-driven; highlight personal and environmental impact and connect climate action to health benefits, which is a powerful motivator.
