Climate Crisis: The Changing Attitudes and Brand Implications

On the back of Earth Day earlier this week, Enterprise explores the 2024 Earth Day report that was released by market research firm Ipsos Malaysia with Arun Menon, Managing Director at Ipsos Malaysia.

This is the 4th edition of the report and is based on a 33-country survey conducted where 24,000 people were interviewed between January 26th and February 9th.

Below are the 6 key findings from the report, which we explore in more depth in the show.

• Globally, across 33 countries, a majority think governments, businesses and individuals have a responsibility to tackle climate change. But conviction has dropped notably over the past three years.

• Millennial and Generation Z men feel more apathetic and fatalistic about climate change compared with older generations and with women. Three in ten say it’s already “too late” to tackle climate change. And this sense that it’s too late to take action on climate change is particularly strong among young men.

• A majority globally believe that developed countries, with historically high emissions, should contribute more towards climate action. Perhaps unsurprisingly, those in developed countries are less likely to agree with this.

• Although awareness is improving, globally, people continue to misjudge which household actions would have the most impact on reducing their carbon footprint. People overestimate the effectiveness of low impact actions such as recycling.

• Most are optimistic that transitioning economies away from fossil fuels will have environmental benefits, but views are mixed on the economic and affordability impacts.

• Financial incentives and access to information are the leading motivators globally that could spur more climate action by individuals, followed by seeing climate impacts in their country.