Australians are for the first time more concerned about climate change than the cost of living, according to research by brand agency Pollinate.
The Pollinate Pulse study, which has been tracking Australians’ attitudes to environmental issues for 12 years, found that the shift in attitutde was first noticeable in March 2019, and by September 2019 the gap widened by 4%.
While campaigns from activists and the declaration on climate emergency from scientists have contributed to Australians’ climate concern, historical trends from the research show that environmental concern fluctuates depending on “green” initiatives from the current government.
Concerns about economic issues have remained relatively stable since 2004. \Australians are still concerned about the cost of living (86% of Australia’s population) but it is no longer the number one source of anxiety.
This mindset is a shift from an individualistic culture to one that is more collective.
“The number one concern is no longer directly about ‘me’," says According to Pollinate CEO Howard Parry-Husbands.
"Concern for ‘we’ reached a tipping point in 2019, and now this concern impacts every other aspect of our lives.”
While more Australians claim that the climate is their number one concern, the overall number of Australians worried about the environment has remained relatively unchanged for the past 8 years (in 2019 91% concerned, 9% not concerned).
However, there has been a significant increase in the number of people extremely concerned about the environment (with 28% saying they are extremely concerned as opposed to 20% at the same time in 2018).
The research shows there is a growing willingness to make a sacrifice for the environment. Over a third of Australians are now willing to accept cuts in their standard of living to protect the environment.
84% of Australians consider the environment when shopping, and almost a quarter of Australians always consider the environment when shopping.
Allan Dib, Managing Director at Pollinate Melbourne, says organisations trying to build relevance with consumers should find solutions instead of merely catastrophising climate change.
“Australians understand that we’re in a problematic time – more banging of this drum is not necessary. Instead, finding innovative solutions to ensure everyone plays a part in reducing global warming will drive positive behaviour change," he says.
"While brands need to take appropriate steps to address the challenges, they must be cognisant of the social license they have and ensure their actions are seen to be authentic and not “green washing."
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