IPSOS NET ZERO LIVING 2024
IPSOS NET ZERO LIVING 2024
Engaging the UK Public
We are now well into the decade where decisive action is needed to keep the UK on track to reach net zero by 2050.
In the run up to the General Election, Labour pledged to reinstate the 2030 deadline for banning the sale of petrol and diesel cars. Another key part of their manifesto – which is now a priority policy for the Department for Energy Security and Net Zero under Ed Miliband – is to upgrade home energy efficiency through the Warm Homes Plan. Requirements for all new-build homes to use low-carbon heating alternatives are currently set to come into force by 2035. These initiatives will need to be supported by individuals and households changing their behaviours.
The Net Zero Living 2024 research – conducted by Ipsos in partnership with the Centre for Climate Change and Social Transformation (CAST) – shows that people in the UK continue to be worried about climate change, however there has been a slight softening in concern in recent years. It also finds that they are more likely to support political parties that take strong action on climate change, highlighting an appetite for political leadership on this topic.
But Ipsos's wider research shows that more immediate issues related to the economy, cost of living and public services are key concerns for people, whilst climate change may be seen as more of a future concern.
In line with high climate concern and support for political action, the UK public continues to broadly support a suite of net zero policies (although again with some softening since 2022).
As might be expected, the personal impacts of these policies are very important for people. Cost and convenience are important for encouraging behaviour change, with support rising when people consider the positive personal impacts of a policy, such as cost savings or improved convenience, although some habits, such as changing driving behaviours, might prove harder to shift. Support falls when they consider the negative impacts (such as higher costs or less choice).
When it comes to who people listen to and trust for information on net zero policies, there is a stark disconnect. Traditional news and print media are the main sources of information for the UK public, followed by social media. However, scientists and academics are by far the most trusted, with TV and radio news following in second.
Headline results
Percentage of UK public extremely, very or fairly worried about climate change has fallen 5% since 2022
In 2024
in the UK are extremely, very or fairly worried about climate change
In 2022
in the UK were extremely, very or fairly worried about climate change
Prefer to vote for a political party that will take strong action against things that cause climate change, even if this increases costs of oil and gas production and requires increased investment in renewable energy supplies
Prefer to vote for a political party that will slow down actions against things that cause climate change, because it is not necessary or we can’t afford the additional costs right now while there are other priorities
Encouraging public buy-in
What does all this mean for the transition to net zero?
If they want people to adopt more sustainable lifestyles – with individual behaviour change required alongside larger, systemic changes – policy makers need to bring the public with them on the net zero transition and get their buy-in for policies and related behaviour change.
When communicating with the public, policy and decision makers should be honest and transparent about the costs of net zero policies whilst emphasising the tangible benefits this behaviour change can have on the environment and individuals.
This research highlights the importance of communicating the co-benefits of behaviour change, which can be good for the environment but also lead to cost savings like cheaper energy bills. Indeed, behaviour change may be easier to promote if the climate objectives are promoted as the co-benefit with cost or convenience identified as the primary outcome.
This makes the impacts of these policies, which can feel distant for some, much more tangible and relatable. Bringing the focus to pocket as well as planet will be key to achieving the change needed over the coming years to reach net zero.
When communicating with the public, policy and decision makers should be honest and transparent about the costs of net zero policies
