Climate action starts at home - CLIMATE ACTION RESEARCH REPORT 2018 - Ikea
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Climate action starts © In t er I KE A Sys t ems B.V. 20 18 at home CLIMATE ACTION RESEARCH REPORT - 2018
p. 2 - CL IM AT E ACT I O N RES EAR C H R EPORT - © Inter IK EA Syste ms B.V. 2 0 1 8 To help us understand how to best inspire and enable millions of IKEA customers to take action on climate change, we turned to over 14,000 customers in 14 countries to ask for their help. CONTENTS INTRODUCTION p.3 EXECUTIVE SUMMARY p.4 1: ATTITUDES p.5 2: ACTIONS p.9 3: ACTIVATION p.14 4: BRINGING IT ALL TOGETHER p.22 CLIMATE ACTIVATION FRAMEWORK p.24
p. 3 - CL IM AT E ACT I O N RES EAR C H R EPORT / INTR ODUC TION - © In t er IKE A Sys t ems B.V. 2 0 1 8 Why did we do this research? How did we do it? The IKEA vision is to We hope that the research can also Sweden n=1028 Canada n=1029 help other businesses, policymakers, create a better everyday USA n=1000 campaigners and media to join us in the life for the many people. A Belgium n=1010 effort to mobilise greater climate action France n=1022 better life includes a more among the many people. Germany n=1020 sustainable life. If we can UK n=1011 Poland n=1036 inspire and enable as many Russia n=1011 people as possible to take Spain n=1030 Australia n=1024 action on climate change, China n=1016 we can make a huge India n=1018 Japan n=1024 positive impact. In mid-2017 we, together with the However, in emerging economies, To understand how people currently independent research firm GlobeScan, particularly China and India, where online think and feel about climate change, conducted 24 qualitative focus group access is not as widespread across all what people are doing to take climate discussions with people in six countries regions, the views of lower income, less across the world: China, Germany, India, educated and rural communities are action in their daily lives, and how to Russia, UK and USA. underrepresented. motivate and enable them to do more, we went out across the globe to talk The insights gained from these focus This report summarises the findings and groups directly informed a large-scale implications from these two research with thousands of people. online, quantitative survey with a total phases. Percentages in this study refer sample of 14,279 adults (aged 18+) across to the quantitative survey findings. Data The insights we’ve learned from 14 countries. The study was conducted in from each of the 14 countries is weighted November 2017 in the following countries: equally. conducting this research will inform Australia, Belgium, Canada, China, France, what we do to inspire and enable IKEA Germany, India, Japan, Poland, Russia, Spain, Sweden, UK and USA. We aimed to co-workers and millions of customers to achieve a representative sample in each take positive action for the climate. of these countries, with quotas in place for gender, age, region and education levels.
p. 4 - CL IM AT E ACT I O N RES EAR C H R EPORT / EX EC UTIVE SUMMARY - © In t er IKE A Sys t ems B.V. 2 0 1 8 What did we learn? Climate change is often But, we have learned that People respond to different messages, but four common too big, serious, complex there are big opportunities ingredients will help to motivate everyone to do more. and distant an issue for to empower people to make people to engage with. a positive change! PAINT A POSITIVE VISION OPTIMISTS SUPPORTERS PROVE THE PERSONAL BENEFITS Nearly 90% of People can’t imagine what people say they are a positive future looks like. willing to change SHARE their behaviour to Spontaneous associations with SOLUTIONS help fight climate climate change focused on destructive outcomes for people change. DISEMPOWERED SCEPTICS and the planet. CREATE A But they need help to overcome COMMUNITY ? key barriers: Read more on page 18 Perceptions that governments, businesses and other people are not doing enough Lack of knowledge on actions Only 3% of Across the world, the more people feel and their impact people mention they know about climate change, the solutions. more likely they are to take action Practical barriers such as now, and the more willing they are to do expense and inconvenience Read more on page 8 even more in the future. More than 8/10 people acknowledge The countries where the most Read more on page 13 humans contribute to climate change. people connect human activity The vast majority of with climate change are people are already doing China (96%) and Spain (92%). things that reduce their climate impact. Use our Climate Activation But they don’t always realise it. Framework to plan your 2/3 are worried communication for mobilising 96% 92% about it. more action on climate change Read more on page 6 Read more on page 10 (on page 24)
p. 5 - CL IM AT E ACT I O N RES EAR C H R EPORT / 1. ATTITUDES - © I n t er IKE A Sys t ems B.V. 2 0 1 8 Figure 1. Perceived knowledge about climate change 5% 1 . ATTITUDE S Feel they know nothing at all How do people 9% Feel they know a lot feel about climate change? 41% Feel they know a fair amount While climate change is widely People are worried acknowledged, it remains a distant, 46% Feel they know a little complex issue. Most people recognise and concerned for the the problem and many are worried planet and for future about it, but they can’t connect with generations. how the issue will affect them personally and what they, as individuals, can do about it. They also feel they have limited knowledge and understanding of the science of climate change, highlighting the need for clear, accessible education to inform and empower. Question: How much do you know about climate change: A lot, a fair amount, a little, or not at all?
p. 6 - CL IM AT E ACT I O N RES EAR C H R EPORT / 1. ATTITUDES - © I n t er IKE A Sys t ems B.V. 2 0 1 8 “What comes to mind is: oh my god, what world are we going to leave our children ... it is a disaster “It’s the end of the and it will get worse and Spontaneous reactions to the topic of Despite this appreciation of the issue, world due to the worse. Humans are so climate change are mainly rational and levels of reported knowledge of climate selfish …” stupidity of humans.” negative – this is the finding from both change are relatively low. Fewer than MALE, AGED 18-24, UK FEMALE, AGED 25-34, FRANCE qualitative focus groups and from our one in ten people across the 14 coun- online survey. The most frequently men- tries studied (9%) say they have a lot of tioned themes are destructive outcomes knowledge. of climate change such as melting ice-caps and rising sea levels, changing In most countries, people weather patterns and extreme events have heard more about such as hurricanes. Just 3% of people climate change in the last Figure 2. Belief about the cause of climate change, by country across the 14 countries spontaneously mention solutions such as renewable year than they feel they energy or electric vehicles. know about the subject, Climate change occurs naturally, not affected by human activity which suggests that Human activity is one of the causes of climate change Majorities in every country in the study communications have believe that human activity is one of the 14% 25% 14% 15% 4% 12% 11% 10% 10% 17% 19% 8% 11% 19% 26% been ineffective in making causes of climate change. The highest level is in China where 96% of people people feel more informed connect human activity with climate and empowered. 86% 75% 86% 85% 96% 88% 89% 90% 90% 83% 81% 92% 89% 81% 74% change. The lowest levels of recogni- tion, and the most scepticism about this topic, are found in the USA and Austral- . lia m da a ce y a n d a n en K SA g an in di i an pa ai U ss iu av an ra na ed U In Ch Sp ia – but even here a strong majority of m Ja l lg Ru Po st Fr Sw Ca y Be er Au tr G un people (74% and 75%, respectively) co 14 agree that there are human connections to climate change. Question: Which of the following statements about climate change do you agree with most?
p. 7 - CL IM AT E ACT I O N RES EAR C H R EPORT / 1. ATTITUDES - © I n t er IKE A Sys t ems B.V. 2 0 1 8 People generally see climate change as In the USA, the increasing frequency part of a host of other environmental and intensity of hurricanes is mentioned Figure 3. Level of worry about climate change, by country problems - even if they aren’t directly by some people as connected with cli- connected. For example, in focus group mate change, but this has not yet led to discussions in China and India, pollution a nationwide sense of personal urgency. A fair amount of worry is something that people in cities ex- A lot of worry perience day-to-day. For them, climate Parents with children aged under 18 change seems more personally relevant are slightly more likely to be concerned because they can see the effects of about climate change than non-parents 31% pollution. or those with older children (71% of 43% parents with young children worry a lot/ 48% 56% 40% 44% 37% 41% 37% 44% 31% The proportion of people concerned fair amount, compared to 64% and 67% 47% 30% 34% 45% about the issue varies between countries respectively). 26% 12% 22% 23% 30% 36% 27% 58% 20% 18% 10% 45% 26% 15% 22% 66% 42% 66% 60% 86% 84% 68% 89% 57% 65% 55% 88% 69% 48% 53% and is highest in China, India, France, and Spain where more than eight in ten g m da y an d a n en K SA ia a ce a an di i in av an ai U ss l iu an ra na ed p U In Sp Ch people worry about climate change a lot m Ja l lg Ru Po y st Fr Sw Ca tr Be er Au un G co or a fair amount. There is less concern 14 in Australia, Russia, UK and USA – Question: How much do you worry about climate change: around half worry a lot or a fair amount. A lot, a fair amount, a little, or not at all?
p. 8 - CL IM AT E ACT I O N RES EAR C H R EPORT / 1. ATTITUDES - © I n t er IKE A Sys t ems B.V. 2 0 1 8 “As we all know, pollution is increasing When asked to imagine what the future Despite this, people currently find it day by day and thus will look like if we don’t take action on difficult to imagine what a more climate- creating global warming which in turn is raising “There will be rising sea climate change, focus group participants friendly future looks like. levels and reduced land the temperature of our saw an apocalyptic future for the planet, earth.” because of the snow and with drought, deforestation and dying This vacuum provides an opportunity to ice melting. And multiple, MALE, AGED 18-24, INDIA increasing diseases.” animals. People were quick to highlight inspire people and shift their thinking both the damage to the earth and harm towards solutions by creating a vision of MALE, AGED 25-34, CHINA to humans, such as fewer resources and a positive future. flooding affecting people’s homes. On the other hand, when asked to think of a future where action is taken on climate change, many responses focused simply on things remaining the same, with no Figure 4. Spontaneous associations with “climate change and global warming” adverse effects. While images of a negative Outcomes (changing weather, melting ice-caps, etc) 44% Rational observations Emotional reactions future are powerful and Causes (pollution, CO2 emissions, etc) 18% Denial and detachment shocking, people cannot Worry 14% imagine what a positive Responsibility / action needed 11% future would look like. 59% make rational Disengaged (don’t know / nothing / no concern) 9% observations In focus groups in the USA, there was Controversial / political 8% some discomfort in talking about the Naturally occurring 3% topic, due to its political associations. 30% react Denial 3% emotionally This tension was not observed in group 15% discussions in other countries. Solutions 3% show denial or detachment Overall, most people are aware of climate change and have some degree Question: What comes to your mind when you think about climate change and global warming? Open, unprompted question. of concern about the issue.
p. 9 - CL IM AT E ACT I O N RES EAR C H R EPORT / 2. AC TIONS - © Int er IKE A Sys t ems B.V. 2 0 1 8 2 . AC TIONS What are people doing about climate change? The actions that people take in their There are many daily lives to help address climate change vary between individuals, fam- inspiring examples ilies, communities, regions and coun- of personal actions tries. Recycling and energy saving in the tackling climate home are the top actions reported by change around the people taking part in our survey. Areas world and most peo- that see less action include advocacy, self-sufficiency, diet and buying pre- ple are willing to loved products. make an effort to change their personal behaviour.
p. 1 0 - CL IM ATE A CT I O N RESEAR C H R EPORT / 2. AC TIONS - © In t er IKE A Sys t ems B.V. 2 0 1 8 Figure 5. Action on climate change, across ten pillars RECYCLING 7.2 Sorting waste and reusing plastic bags HOME ENERGY SAVING 6.6 Efficient appliances, using less energy HOLIDAY TRAVEL 6.0 Choosing alternatives to flying FOOD WASTE 6.0 Avoiding food waste and single-use bottles To determine current levels of personal action on climate change and identify SHOPPING 5.4 Buying sustainable products successes and challenges, we devised the Climate Change Behaviour Index. The Index summarises overall action DAILY TRAVEL 4.9 Walking, cycling and using public transport instead of driving levels across 30 different behaviours (which were generated from people’s responses in qualitative research), us- DIET 3.4 Eating vegetarian foods instead of meat ing factor analysis, to group these into ten pillars of action. PRE-LOVED 3.3 Choosing second-hand items and clothing We scored each of these areas out of 10, based on how many people are ADVOCACY 3.1 Writing to companies, governments and talking to peers taking positive action and how often. The higher the score, the more cli- mate-friendly people’s behaviour is. In SELF-SUFFICIENCY 2.9 Growing vegetables, harvesting rainwater order to reduce potential for bias and to gain a true reflection of day-to-day behaviour, we did not mention climate Each of the ten Action Pillars is an average score out of ten based on how often people take different actions; change at the start of our quantitative the higher the score, the more climate-friendly actions people are taking. survey.
p. 1 1 - CL IM ATE A CT I O N RESEAR C H R EPORT / 2. AC TIONS - © In t er IKE A Sys t ems B.V. 2 0 1 8 The results reveal significant variations Despite these lower levels of action, above average Index scores compared People aren’t necessarily between the ten areas of behaviour. there are some positive stories of to people in other countries but despite connecting their day-to- People are currently taking the most inspiring behaviour around the world. this, German families strongly prefer day behaviour and habits action on recycling (Behaviour Index bottled water to tap water. There could score of 7.2/10) and energy saving in The Behaviour Index also reveals inter- be learnings from other countries, such with the environment or the home (score of 6.6/10). esting challenges in specific countries. as Australia, where people make a more climate change. For example, Germans typically have concerted effort to avoid bottled water. Recycling is particularly strong in European countries such as Belgium, France and Germany where infrastructure for people to recycle their Figure 6. Behaviour Index Scores waste has been in place for decades. Reported recycling rates are lower in Russia and the USA. Among those who More climate-friendly behaviour Less climate-friendly behaviour Moderate levels of climate-friendly behaviour don’t sort their waste for recycling, the main barriers to doing so are living in a cy el en y av rg building without recycling facilities and el te ci Tr ng e av d y ng g as ffi vi en ac ve in ay tr w su pi l c lo yc sa e a lack of recycling collections by local op id ly vo d lf- m e- t c o ai ol ie INDEX Sh Ho Ad Se Re Fo Pr D H D authorities. 45% of those who don’t India 6.5 6.9 6.2 5.8 6.1 6.0 6.4 2.2 5.3 3.8 55.2 Most climate recycle also say they avoid doing so China 6.2 6.8 6.2 5.8 6.4 6.3 4.6 2.1 4.1 3.4 51.8 friendly behaviour overall because they think it’s inconvenient. France 8.4 6.8 6.7 6.1 5.6 4.5 3.3 3.4 3.3 2.7 50.8 Poland 7.7 6.8 6.8 4.6 5.5 5.1 3.0 4.1 3.5 3.5 50.7 Action to save energy in the home Spain 7.7 7.4 5.4 5.6 5.7 5.2 3.4 2.8 4.0 2.1 49.5 Germany 8.7 6.8 6.1 5.4 5.4 4.8 3.3 2.8 3.0 2.9 49.4 includes turning off lights when leaving Canada 7.5 6.7 5.7 6.7 5.2 4.0 3.0 4.4 2.9 2.6 48.8 rooms and seeking out energy-efficient Belgium 8.6 6.7 6.1 5.5 5.0 4.6 3.0 3.2 2.6 3.4 48.6 light bulbs (e.g. LEDs) and appliances Sweden 7.2 6.0 4.9 7.1 5.4 5.2 3.7 3.4 2.6 2.4 47.8 such as fridges and ovens. Nearly nine UK 8.3 6.4 4.7 6.1 4.9 5.0 3.2 3.8 2.6 2.5 47.4 in ten people say they mostly or always Australia 6.9 6.6 4.9 6.8 5.0 3.9 3.0 3.9 2.4 3.2 46.7 turn off lights when they leave a room. Japan 7.3 5.7 7.4 6.2 4.6 5.3 3.1 2.9 2.1 2.0 46.7 Least climate Russia 5.0 6.5 6.5 6.1 5.0 5.8 2.5 2.1 2.6 4.0 46.0 friendly behaviour People are generally taking less action in USA 5.3 6.5 6.3 5.9 4.9 3.1 2.8 4.4 2.7 2.4 44.4 overall four areas: diet; pre-loved products; self-sufficiency; and advocacy. The higher the score, the more climate-friendly actions people are taking.
p. 1 2 - CL IM ATE A CT I O N RESEAR C H R EPORT / 2. AC TIONS - © In t er IKE A Sys t ems B.V. 2 0 1 8 How people are acting on climate change around the world AUSTRALIA FRANCE POLAND UK Australian consumers have a relatively low climate The French have the highest Index score in Europe Polish consumers have one of the most positive The UK has the lowest behaviour score in Europe. change Behaviour Index (compared to other and the West. This is primarily driven by high levels climate change behaviour index scores overall. They British consumers typically fall short on a climate- countries). This is due to low scores on diet, daily of recycling, avoiding holiday flights and taking score better than average on recycling, repairing friendly diet, self-sufficiency and advocacy, and are travel, holiday travel, and advocacy. Australians are household actions such as insulation in the home, appliances, buying second-hand items, self- more likely to take flights when going on holiday. more active than other countries on avoiding bottled turning lights off, washing at low temperatures, and sufficiency, and avoiding flying. The weak spot in Recycling is a strength, with one of the highest water by using their own refillable bottles. buying energy-efficient appliances. Poland is food waste, with many people admitting to scores globally. throwing away leftovers, as well as a preference for bottled water. BELGIUM GERMANY RUSSIA USA Belgium has one of the highest levels of recycling Germany’s high scores for recycling bring it above Russia has a below-average Index score, falling The USA has a relatively low Index score (less of the countries surveyed and also scores well on the global average for climate behaviour. They behind on diet, recycling, and second-hand climate-friendly behaviour than average) due to household energy saving and avoiding holiday also score well on household energy saving by purchases. However, Russian consumers lead the lower than average scores across almost all the flights. Compared to elsewhere in Europe, Belgians avoiding heating their homes when not necessary way on self-sufficiency, with many families growing pillars, particularly diet and recycling. Areas of fall short on shopping, with one of the lowest scores and choosing energy-efficient appliances. However, their own vegetables at home, and score fairly well more positive action in the USA (compared to other for actively seeking out sustainable brands. Germans score lower than average on avoiding on daily travel by walking, cycling, and using public countries) include purchasing second-hand items bottled water – a big challenge – and choosing transport. They also prefer to repair appliances and avoiding flying when taking vacations. second-hand products. before buying something new. CANADA INDIA SPAIN Canadian climate change behaviour reflects the India has a relatively high Index score (more Spanish consumers are particularly strong on average of all countries in the survey (with an Index climate-friendly behaviour than average) due to an household energy saving and are conscious of score equal to the global average). Canadians score often-vegetarian diet, good scores on household choosing efficient appliances, turning lights off, and highly on avoiding food waste and slightly better energy saving and daily travel, and a preference for avoiding long showers. They are also more inclined than average on recycling and buying second-hand. environmentally responsible brands and products to discuss the climate change agenda with friends They have lower scores on daily transport, self- when shopping. This contrasts with lower levels of and family, with the highest advocacy score of all sufficiency, diet, and advocacy recycling compared to most other countries. European countries. CHINA JAPAN SWEDEN Chinese consumers have one of the highest scores Japan has the lowest levels of behaviour on Sweden has a Behaviour Index score similar to the globally for climate-friendly behaviour. This is due to household energy saving such as choosing energy global average. Swedes are comparatively good actively seeking out safe, certified and sustainable efficient light bulbs, keeping the home insulated, at avoiding food waste and recycling but they fall brands and avoiding products that are bad for and repairing broken appliances. Shopping is slightly behind on household energy saving – they the environment, as well as good scores on daily another area of below-average action, with most take longer showers and are less likely to turn lights transport, and a vegetarian diet, among others. consumers not seeking out sustainable products. off – and holiday flying. However, levels of recycling are low compared to However, the Japanese are the strongest performer elsewhere. on avoiding holiday flights.
p. 1 3 - CL IM ATE A CT I O N RESEAR C H R EPORT / 2. AC TIONS - © In t er IKE A Sys t ems B.V. 2 0 1 8 Most people are willing to make a change for the climate Survey participants were also asked if more willing they are to do they would be willing to take more ac- “I’m a vegetarian, I use organic even more in the future. products and I sort my waste. tion to combat climate change. Everyone does because your People’s willingness to change behav- neighbours make sure you do it!” Nearly 90 % of people iour in principle highlights a significant FEMALE, AGED 24-34, GERMANY across the fourteen coun- opportunity to shift the many people to- tries say they would be wards more climate-friendly daily lives. Unlocking this desire and translating it willing to make an effort to into action is key for policymakers and improve. sustainable businesses keen to create change. Figure 7. Willingness to make changes to behaviour This figure is highest in China where 98% of respondents are willing to take more action themselves, followed by Spain (95%), France (92%), Germany “The energy chart on and India (both 90%). Even in Austral- products is good. It 13% Make a strong effort to improve ia and the USA, where climate change influenced me when 22% Make an effort to improve scepticism runs higher than elsewhere, I bought a fridge. I Stay the same spent more money more than three quarters of people are to have a B rating willing to make changes (76% and 80% instead of C as I respectively). assumed it would cost 65% me less to run.” Across the world, the more FEMALE, AGED 24-34, UK people feel they know about climate change, the more likely they are to Question: Would you be willing to make any future changes to your behaviour to help reduce climate change? take action now, and the
p. 1 4 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 3 . AC TIVATI O N What encourages people to act on climate change? Identifying barriers and motivators helps People are taking us understand how to convert people’s intentions into action. some action to address climate We have developed a segmentation to change – but they enable us to engage different groups would do more if they of people with different beliefs and knew what to do, motivations in the most effective way. had the support they need and saw the benefits.
p. 1 5 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 The most common barriers to action PERCEPTIONS THAT GOVERN- where people described feeling that their LACK OF KNOWLEDGE ON PRACTICAL BARRIERS SUCH AS MENTS, COMPANIES AND OTHER own actions are rendered futile when ACTIONS AND THEIR IMPACT EXPENSE AND INCONVENIENCE PEOPLE ARE NOT DOING ENOUGH other people (both locally and around Not knowing what or how to take action Another significant barrier is the A belief that governments and the world) are not making any effort to is another significant barrier. Women perception of high costs associated with businesses are not pulling their weight improve. are more likely to mention this than environmentally friendly behaviour. when it comes to climate change men (48% of females rank this as a Challenging this often-incorrect prevents people from doing more top three barrier, compared to 35% of perception is key to unlocking more themselves. A lack of support from males). At the same time, many people action on climate change. In focus government is the single biggest barrier “Tell the other guy to do it feel disempowered because they think group discussions, perceptions of that people report. Many people also first, then I’ll do it; no one their individual actions won’t make a inconvenience were also frequently believe that other individuals are not wants to be the first” difference. mentioned as a hurdle. It needs to be doing their part to help tackle climate MALE, AGED 35-55, USA as easy as possible for people to make change. This came up frequently in our changes. survey and focus group discussions Figure 8. Barriers preventing individual action on climate change Question: What is preventing you from doing more to help reduce climate change? 56% 44% 34% 41% 26% 40% 22% Not enough Not enough Other people Don’t know My action Expensive Inconvenient government support from aren’t doing what to do won’t make a support business their bit difference Three barriers selected per respondent; barriers selected by fewer than 20% of respondents not shown here Perceptions of other actors not doing enough Disempowerment Perceived inconvenience and expense
p. 1 6 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 The main motivators to encourage people to do more and adopt new habits CONSUMER BENEFITS ENABLERS POSITIVE VISION “What’s in it for me?” Advice, easy solutions, A clear link between personal infrastructure and examples actions and helping the planet People want practical solutions that and/or the next generation save them money, benefit their health Many people are also eager for clear and the health of their family, and information on what to do and how People would feel more motivated if they make their daily lives easier and more they can help; this would also help could connect their actions with helping convenient. to overcome the barrier of lack of the planet or the next generation. information. Examples of what other People want to feel that they are doing individuals, companies and governments their bit for a positive future. In focus are doing, and the support and group discussions, people were keen infrastructure available, would also help to understand the link between their to create a sense of collective action own personal actions and the potential and togetherness. This in turn would positive impacts – bringing this to life help overcome the barrier of feeling that for people will empower them. others are not doing enough. Figure 9. Motivators that would 37% encourage more individual 34% 40% action on climate change 41% Good for Helping the 40% my/family’s Saving money health Clear information 18% planet Helping next on what to do Technology generation Question wording: What would encourage you to take more action to help reduce climate 15% 20% 10% change? Three motivators 34% Saving time Friends/ Protecting my 11% selected per respondent. country for Making things family taking long term Helping easy to do action community Three motivators selected per respondent; motivators selected by fewer than 20% of respondents not shown here Consumer benefits Enablers Positive vision
p. 1 7 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 People react to different triggers Across the barriers and motivators, dif- BELIEF IN THE CONNECTION ferent people react to different triggers. BETWEEN CLIMATE CHANGE AND HUMAN ACTIVITY “I sometimes have the “It’s got to be a global For example, some people focus on feeling, ‘I’m in it alone’. thing and from global inconvenience as a barrier while for oth- Acceptance of human causes of climate You face a majority who companies; what we’re aren’t doing anything ers the problem is the perceived cost of change. doing is tiny compared to and you won’t win climate-friendly solutions. Some people what’s going on in China.” against them.” feel empowered to take action but need FEELING OF PERSONAL MALE, AGED 35-55, USA FEMALE, AGED 35-55, GERMANY reminders and advice while others are EMPOWERMENT AND GENERAL OPTIMISM more despairing and need to see evi- dence of mass action. Feeling personally empowered that individual action can make a difference We have identified four segments (pre- to tackle climate change and believing “I’m worried because we all try to sented on the next page) representing that it’s not too late. do our little bit but I don’t know whether that’s enough.” broad groups of consumers with dif- ferent attitudes and beliefs on climate WHERE THEY LOOK FOR FEMALE, AGED 35-55, UK change. These segments enable us to SOLUTIONS explore the relationship between atti- The kinds of solutions that people tudes, beliefs, barriers and motivators believe are needed to fight climate for different groups and use this to de- change. For example, convenient velop frameworks for effective engage- energy-efficient solutions, new ment that unlocks greater action. technology and innovation, versus more systemic change, led by governments Some of the main attitudinal differences and businesses, less consumption and between the four segments are: more recycling.
p. 1 8 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 People across the world can be grouped into four segments OPTIMISTS SUPPORTERS DISEMPOWERED SCEPTICAL Optimists feel that they can have a Supporters realise that we all need to Disempowered consumers often have Sceptical consumers tend to believe that positive impact themselves in the do our bit to consume less, reuse and first-hand experience of high levels climate change is not affected by human fight against climate change and are recycle, and are willing to make changes of pollution and make connections activity, that it is naturally occurring characterised by this sense of personal to their own consumption habits. In between the pollution they see every or a hoax, invented by politicians or empowerment. Despite this, they do practice they find it difficult to do this day, a changing climate, and health companies. Despite this scepticism, not want to take action at the expense and feel less personally empowered impacts. Potential health impacts are this relatively small group still see of their current lifestyles – they are than the Optimists, despite taking their biggest concern. They believe it the benefits of some climate action, unsure about consuming less personally similar levels of action. They particularly is already too late to stop the harmful primarily driven by saving money. For and believe they are already doing their look to government to provide more impacts of climate change and do not example, they see the practical benefits bit. However, they are interested in infrastructure, as well as business. feel empowered to change. They are of activities such as recycling, reuse and how they can save energy and look to The Supporters have the biggest gap reluctant to consume less in practice, repair. technology and innovation to provide of all the segments between perceived likely because they do not see the solutions. Perceptions of inconvenience knowledge and concern – they are benefit of doing so. They do not believe can prevent them from living up to their worried but they do not feel they know other people are doing their bit and they ideals – they crave easy solutions. enough about climate change or what to don’t want to compromise on their own do about it. quality of life.
p. 1 9 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 Understanding these segments can help tailor communication and engagement Figure 10. Consumer segments on climate action (whether private sector, third sector or government policies): Believe that it is not too late and Optimists are most inspired by easy, that individuals can help to stop convenient, tech-enabled solutions. climate change 34% Supporters need more information on OPTIMISTS what to do and how. Disempowered people need to see the connection between personal action and positive outcomes. Sceptics will be most 35% SUPPORTERS enthused by saving money. Belief and empowerment All four segments will respond positively 21% to infrastructure, support and examples DISEMPOWERED of activities that others are taking, whether governments, businesses or other individuals. 10% SCEPTICS Using stories and examples Believe it is too late, individuals cannot help and/or that climate to inspire a sense of change is not human-caused being “in it together” will Behaviour change Solutions Innovation help trigger change for Look to technology, everyone. Believe we need systemic change and government support energy efficiency for to consume less, recycle more convenient solutions
p. 2 0 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 “I don’t want to turn off the air conditioning because I would be the only one that would have to bear the hot temperature while my neighbours are all staying in the comfortable “It’s all about convenience. It takes effort to coolness.” recycle, to grow your own vegetables. When it becomes difficult, people don’t do it.” MALE, AGED 25-34, CHINA MALE, AGED 35-55, UK Figure 11. Proportions of each segment by country Figure 12. Demographic profiles of each segment OPTIMISTS SUPPORTERS Optimists Supporters Disempowered Sceptics Female Male Female Male 49% 50% 55% 44% Sweden 47% 36% 10% 8% Baby Boomers (55+) Gen X (35-54) Millennials (18-34) Baby Boomers (55+) Gen X (35-54) Millennials (18-34) Japan 46% 35% 11% 8% 38% 34% 27% 33% 35% 32% Germany 44% 27% 20% 8% Parents of under 18s Grandparents Parents of under 18s Grandparents Belgium 35% 35% 23% 8% 31% 25% 31% 20% Spain 34% 44% 16% 5% Canada 35% 41% 11% 12% UK 33% 41% 15% 11% DISEMPOWERED SCEPTICS France 33% 39% 19% 9% Female Male Female Male Australia 33% 39% 12% 16% 52% 47% 37% 61% USA 31% 33% 18% 18% Baby Boomers (55+) Gen X (35-54) Millennials (18-34) Baby Boomers (55+) Gen X (35-54) Millennials (18-34) China 33% 30% 31% 5% 34% 36% 31% 37% 36% 27% India 32% 25% 33% 11% Parents of under 18s Grandparents Parents of under 18s Grandparents Poland 29% 24% 35% 12% 32% 21% 33% 25% Russia 17% 28% 43% 12%
p. 2 1 - CL IM ATE A CT I O N RESEAR C H R EPORT / 3. AC TIVATION - © In t er IKE A Sys t ems B.V. 2 0 1 8 Figure 13. Proportions of each segment by country CLUSTER 1: GERMANY, JAPAN, SWEDEN Higher than average proportion of Optimists CLUSTER 2: CANADA, FRANCE, SPAIN, UK Higher than average proportion of Supporters CLUSTER 3: CHINA, INDIA, POLAND, RUSSIA Higher than average proportion of Disempowered CLUSTER 4: AUSTRALIA, USA High proportion of Supporters and higher than average proportion of Sceptics
p. 2 2 - CL IM ATE A CT I O N RESEAR C H R EPORT / 4. B R INGING IT A L L TO G E THE R - © In t er IKE A Sys t ems B.V. 2 0 1 8 4 . BR INGING IT A L L TO G E TH E R How should we engage people to act on climate change? We conducted this research to learn how Sharing what we we could engage more of our customers to act on climate change at home. But, have learned will help we hope that what we have learned is all of us to make a useful to many others who are trying to huge positive impact. inspire people to do something about climate change. We have created a Climate Action Framework, which can be can be used to guide effective campaigns and communications that aim to encourage consumers to take more action on climate in their daily lives.
p. 2 3 - CL IM ATE A CT I O N RESEAR C H R EPORT / 4. B R INGING IT A L L TO G E THE R - © In t er IKE A Sys t ems B.V. 2 0 1 8 How we can encourage and inspire people to take climate action WHO ARE YOU TALKING TO? WHAT CONTENT ARE YOU SHARING? Define the audience, including country and consumer segments Needs to include benefits, vision and enablers, tailored to the target segment Optimists need Disempowered need Paint a positive vision easy, convenient both of these, and a The more people know about climate change, the more they solutions demonstration of the positive act, but in order to empower people we need to balance the impacts they can have negative facts about climate impact with a positive vision of a climate-friendly future. Supporters need more information Sceptics are motivated and advice on by saving money Prove the personal benefits what to do As well as a positive vision for the planet and society, people need to see personal and emotional benefits for themselves as individuals. HOW CAN YOU TALK TO THEM? Creating a sense of community and togetherness will help to inspire action Share solutions Sharing tips and information about specific personal actions and support on offer from business and governments will give Emphasise community, Use stories of real people participation, sharing and examples of what people confidence that they can make a meaningful impact. others are doing Include trusted voices from Create a community community and partners Locally tailored but with global stories and impact People need to feel part of a community or movement, seeing what other individuals, governments and businesses are doing, learning from each other and inspiring them to do their small part.
p. 2 4 - CL IM ATE A CT I O N RESEAR C H R EPORT / 4. B R INGING IT A L L TO G E THE R - © In t er IKE A Sys t ems B.V. 2 0 1 8 Climate Activation Framework To inspire and enable people to take more personal action on climate change the approach should be based on the attitudes, barriers and motivators of each target group. THE MANY PEOPLE OPTIMISTS SUPPORTERS DISEMPOWERED SCEPTICS Educate on actions that tackle climate change and the difference they make Educate on the positive Emphasise a positive vision Emphasise a positive vision Educate on human cause of climate impact of specific for next generation for the planet climate change Share a positive vision of a actions PAINT A climate-friendly future for the POSITIVE VISION planet and next generation Convey co-benefits: Money savings Communicate all three Focus on health Focus on money and time Focus more on convenience Health benefits benefits saving PROVE THE PERSONAL BENEFITS Convenience Enable action through or with: Examples of government and business support available Focus on easy, technology Focus on government/ Leverage all three of the Focus on easy, technology solutions business support; provide Advice and provision of easy enablers solutions clear advice on actions solutions and actions SHARE SOLUTIONS Technology solutions Emphasise community, participation, sharing Use stories of real people and examples of what others are doing Difficult to mobilise on A feeling of community should help to engage three of the climate change segments who all believe others are not doing enough Locally tailor communications but with global stories and impact CREATE A COMMUNITY Include trusted voices from community and partners
p. 2 5 - CL IM ATE A CT I O N RESEAR C H R EPORT / 4. B R INGING IT A L L TO G E THE R - © In t er IKE A Sys t ems B.V. 2 0 1 8 Climate action starts at home! Based on our research, we have WE WANT TO EMPOWER PEOPLE identified a few principles when it comes Whenever we talk about climate action, to engaging consumers on climate we’ll be specific about what people can action. We invite others to join us and do and how this is good for them and share successes and failures along the their family. way so that we can learn from each other and work together to create the LED for the many! Clear ideas for change that is needed. reducing food waste! WE CELEBRATE AND NEVER UN- EVERYBODY CAN HAVE A DERESTIMATE THE SMALL ACTIONS POSITIVE IMPACT We believe climate action starts at home We will find ways to make the impact and every one of us can make a positive tangible, so people can be confident in Skip the car! difference. the value of their contribution. Induction hob to go! WE BELIEVE A BETTER LIFE CAN COLLECTIVE ACTION MATTERS ALSO BE A CLIMATE FRIENDLY LIFE Grow your own at home! Climate change requires urgent action We are committed to helping people see from all corners of society, including a positive future where taking climate Long live the Veggie ball! governments, business and individuals. action enables them to have the life To inspire more action, we need to share they want while also protecting the these stories of how all our combined planet and future generations. actions can add up to create a big positive impact.
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