Truth about public support for carbon neutrality and what companies can do

A recent survey shows that a vast majority of the world's population supports climate action, which is undoubtedly positive news. But how can companies harness this support and engage consumers to bridge the gap between theoretical willingness and actual adoption of more sustainable practices?

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According to behavioural researchers at the University of Bonn, the Leibniz Institute for Financial Research SAFE in Frankfurt, and the University of Copenhagen, there is a vast majority worldwide willing to support climate action, including bearing personal costs. The study, published in the renowned journal Nature Climate Change, surveyed 130,000 people across 125 countries. It reveals that 69 percent would consider contributing one percent of their personal income to support climate goals. Furthermore, the study shows that 86 percent of the respondents would endorse pro-climate social norms, and an overwhelming majority of 89 percent are calling for increased political action. According to the researchers, this indicates that consumers worldwide strongly perceive the world’s climate as a public good worth protecting.

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However, the study also highlights a common misperception about the level of commitment of others, which subsequently affects an individual's motivation to act in accordance with their values. When asked to estimate the willingness of their fellow citizens to give one percent of their income, respondents underestimated it by 26 per cent. This is particularly worrying because individuals who perceive low levels of public support for action often feel demotivated and are less likely to take action themselves. According to the researchers, it is imperative that we therefore shift the prevailing pessimism surrounding the topic. Instead of amplifying the concerns of a minority that is resistant to change and innovation, it is crucial to cultivate a more positive narrative. This shift could potentially trigger a ripple effect, where individuals around the world inspire one another to align their actions with their beliefs.]

Companies can learn from this and integrate the findings of the study into their communication and products to nudge customers to make more sustainable choices.
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Here is how:

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“Make it about the customer, not about the company”

Many companies discuss sustainability from their own perspective, which is understandable but not always effective. A more impactful approach is to directly address the customer and explain how their purchase can contribute to climate action. This can be achieved through a comparison of choices in numbers or a clear explanation of what they support with the more sustainable option. Often, consumers not only have misconceptions about others' willingness to take action but also about what constitutes the choice. This was demonstrated in a recent study by Phocuswright targeting travellers in six markets: the US, UK, Germany, France, Italy, and Spain. When asked if they understood what sustainable travel means, a significant percentage responded, "Standards for environmentally conscious travel are confusing for me to keep track of”. This suggests that there is a need for more education regarding sustainable shopping options, which can harness the momentum of a global majority supporting climate goals through their personal budget and choices.

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“Make it easy and optimistic to travel more carbon-neutral”
There’s no denying that consumers are increasingly concerned about environmental issues, especially as these issues begin to impact their daily lives, with extreme weather conditions becoming more prevalent. However, this heightened awareness doesn’t always translate into consistent actions. While many make efforts, such as cycling to work or using reusable cups to minimise their environmental impact on a daily basis, reducing personal carbon footprint can be challenging when it comes to Wanderlust. Fortunately, solutions are available. Instead of adding to feelings of "flight shame," companies can offer convenient and optimistic one-click options for customers to compensate for the carbon emissions associated with their personal travel.

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“Make it fun and attractive”

In the years ahead, more customers will be willing to pay for sustainability, especially if airlines can engage them with innovative approaches. These may include gamification in frequent flyer programs, "green fast lanes" for check-ins and security control, and opt-out compensations rather than opt-in. This way, customers will have the opportunity to participate in the global decarbonization effort, turning it into a first-class experience.

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