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Getting off the starting blocks

The IKEA Group carried out research in partnership with GlobeScan which reveal that attitudes differed widely when faced with climate change.
two people on starting blocks
© Project InsideOut
Knowledge of the causes and effects of climate change, or of the costs and benefits of action are important, but they are often not enough to catalyse behaviour change and sustained action.

Societal attitudes to climate change

There are numerous studies that explore societal attitudes to climate change and these can be a useful starting point to gain a deeper understanding of how other people or stakeholders may be feeling.

Here’s a summary of some recent research to give you a flavour.

ikea logo IKEA Report

The IKEA Group carried out research in partnership with GlobeScan which reveal that attitudes and reactions differed widely when faced with climate change threats and, although there is an overall willingness to take action, most people’s associations with the topic are focused on consequences and worries, rather than solutions and responsibilities.

Use the link below and take a look at the first section only on Attitudes – especially the graphic on ‘Spontaneous Associations’.

You can find a link to the report below.

Do you agree with the interpretation of what ‘rational’ and ‘emotional’ associations are given?

We might argue that the association with negative outcomes is just as likely to carry emotional feelings as well as being a rational observation.

© EIT Climate-KIC and Project InsideOut
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Real Climate Action: How to Engage People in Climate Change

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