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
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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
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people worry about climate change a lot
m
Ja
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Fr
Sw
Ca
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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
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building without recycling facilities and
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a lack of recycling collections by local
op
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INDEX
Sh
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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 thep. 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 expensep. 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 visionp. 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 solutionsp. 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 Scepticsp. 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 partnersp. 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.© In ter IKEA Sys t ems B.V. 2 0 1 8
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