21 Feb 2025

New research supported by Investcorp in partnership with Said Business School at the University of Oxford and the University of Hamburg reveals critical insights into the persistent “say-do gap” in climate action – the discrepancy between individuals’ awareness of climate issues and their actual behaviors.

The study, “From Climate Attitudes to Action: Investigating the Global Say-Do Gap,” surveyed over 22,000 people across 21 countries, uncovering regional, demographic and socioeconomic differences in climate attitudes and behaviors. The findings emphasize the need for tailored strategies to drive climate-conscious actions.

Key Insights:

• One in four consumers in developed nations, including Australia, Germany and the USA, remain skeptical about climate change, despite widespread knowledge and education.
• In several developed nations, more than 10% of respondents indicated unwillingness to take climate-positive actions, citing concerns about economic impacts and lifestyle changes.
• Younger, educated women with children were identified as the most proactive demographic, while emerging markets demonstrated higher rates of self-reported sustainable consumption behaviors compared to more developed nations.
• Cost, lack of clear product information and cultural norms emerged as key obstacles to adopting eco-friendly behaviors.

The findings suggest several areas where businesses and policymakers could focus to encourage sustainable behaviors, including:

• Building trust in sustainable products through transparent labelling and consistent standards.
• Reducing cost barriers through financial incentives and subsidies.
• Improving climate literacy with accessible education tools and resources.
• Engaging in real-time with consumers via digital tools on the impact of their climate behaviors.

The report builds on earlier research published at COP28, the United Nations Climate Change Conference held in Dubai in December 2023, by examining global variations in climate attitudes and actions. While this report highlights some of the key findings, it is part of a broader effort to explore the drivers of sustainable behavior. Future research will delve into the role of cultural and socioeconomic contexts, analyze the gap between perceived and actual carbon footprints and examine the impact of targeted interventions. These findings aim to inform strategies that close the gap between awareness and meaningful action, helping to drive progress on sustainability goals.

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