A recent global study by Ingka Group (IKEA) surveyed over 33,000 individuals across 30 countries, shedding light on the increasing trend of people incorporating climate-related actions into their daily lives. The findings indicate that 66% of respondents are actively taking steps to address climate change, a slight increase from 64% in 2021. The study also identifies a shift in the primary barrier to climate action, with costs now topping the list alongside a perceived lack of government support.
Among the key insights, the study highlights that 41% of participants express a desire for a better understanding of the impact of their climate actions, seeing it as a potential motivator to do more. However, there's a notable decline in the belief that individual actions can effectively combat climate change, dropping from 81% in 2021 to 76% in 2023. Notably, Generation Z (18-24 years old) shows the most significant decrease, with confidence in their impact falling from 81% to 73%.
Ingka Group collaborated with GlobeScan for this study, building upon previous research conducted in 2017, 2019, and 2021. The investigation aimed to delve into people's thoughts, emotions, and actions concerning societal and environmental issues such as inequality and climate change.
The current global context, marked by concerns about the cost of living, plays a significant role in shaping behavior. The study identifies a rise in money-saving climate actions, including a 50% increase in the use of smart technology to monitor energy use, a 90% increase in savings on heating and cooling, and a 52% rise in purchasing second-hand household items compared to 2021.
Karen Pflug, Chief Sustainability Officer at Ingka Group, notes that the insights emphasize the role of affordability in driving sustainable behavior. She stresses the importance of making sustainability accessible to a wider audience and mentions initiatives such as promoting plant-based food and energy-efficient products to support customers in their sustainability journey.
The study's findings also underscore a desire for more guidance on prioritizing impactful actions, with 36% expressing a willingness to do more if provided with additional information and advice. Ingka Group sees an opportunity to influence consumer choices by clearly labeling more sustainable products and communicating their benefits.
The study reveals persistent concerns about climate change and inequality, with 68% expressing significant worry about the former and 62% about the latter. Despite these concerns, 83% of respondents express a willingness to take more action, emphasizing the need for increased support from governments and businesses to drive meaningful change.
