Societal Shift Report
Understanding Public Sentiment in an Age of Climate and Economic Uncertainty
The transition to a low-carbon, nature-positive future is one of the most urgent and complex challenges of our time. Progress must occur across multiple dimensions: technological, financial, regulatory, and societal, among others. While innovation, finance, and policy are essential, the success of this transition ultimately depends on public support, cultural alignment, and emotional engagement with society.
GlobeScan’s Societal Shift project explores how people around the world perceive environmental, climate, and nature-related issues, what motivates them to act, and how society can better prepare for this transition. This 33-market public opinion survey, along with expert roundtables, uncovers the emotional, psychological, and cultural dynamics that shape public engagement. It reveals that people respond best to messages that are clear, personally relevant, and emotionally resonant, especially those that connect environmental action to health, affordability, and simplicity.
Summary Highlights:
- Economic Pressures Shape Environmental Attitudes and Limits to Action: People broadly support greater investment in environmental protection, but the rising cost of living and financial insecurity are influencing how the public engages with the climate and nature agendas. While most see a healthy environment as essential to economic growth – and some believe it should be given priority – few are willing to accept personal financial trade-offs. This tension between aspiration and affordability highlights the need for policy and messaging that aligns environmental progress with economic resilience.
- The Global South Leads in Concern and Commitment to Change: Public opinion in the Global South reflects higher sensitivity to climate impacts and stronger willingness to support the transition to a green economy. Markets with economies that are more dependent on natural resources show greater urgency and readiness to act. In contrast, many industrialized nations exhibit lower levels of concern and less willingness to sacrifice, underscoring the need for differentiated strategies that reflect regional realities.
- Emotional Responses to Climate News Are Mixed but Actionable: Environmental news evokes a complex emotional landscape filled with hope, fear, anxiety, and optimism. These emotions vary by region and generation, influencing how people engage with climate issues. Messages that combine evidence-based impact with simple, accessible solutions resonate most. In a world of uncertainty, people respond best to communications that offer clarity, predictability, and personal relevance.
- Systemic Change Is Supported While Personal Sacrifice Is Not: Survey data show strong support for systemic policies (e.g., international cooperation, regulations, etc.), but low willingness for personal sacrifice. People are looking for governments and companies to create a social infrastructure of support to help enable more individual and collective action.
- Public Expectations for Leadership Are High, but Progress Is Limited: People expect governments, companies, and international bodies to lead on climate action, yet most feel their countries have made only modest progress when it comes to creating a sustainable economy. As global attention turns to COP30 and beyond, the call for bold, coordinated leadership is clear and increasingly urgent, revealing a gap between principled support and practical action.
