More than half of consumers take climate action seriously

This is a marginal improvement from 64% in 2021 to 66% in 2023.

Around 66% of consumers have been growing aware of climate-related actions in their daily lives, and have taken into account their monetary benefits, a report found.

A study by IKEA-operator Ingka Group revealed that this year, more people are taking action to address climate change through their spending, an increase from 64% in 2021.

The number of people who agree that their actions can have an adverse effect on climate change decreased from 81% in 2021 to 76%. Those under Gen Z are less inclined to consider climate action, with the number falling from 81% in 2021 to 73% in 2023, the largest drop of any group.

Costs have been seen as the most significant barrier to taking climate action. With anxiety looming about the cost of living, many initiatives have emerged to keep the awareness of climate change. Cost-saving climate actions increased, with reliance on smart technologies increasing from 46% to 50% in 2021, saving on heating and cooling growing from 90% to 88%, and usage of second-hand items climbing from 48% to 52%.

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This is made possible, despite 76% claiming that their actions help address climate change – a decrease from 81% in 2021. However, 36% of respondents are eager to take action if the information is clear, and 41% say that full awareness of climate change impact can motivate them. In addition, two-thirds of consumers also want to see governments and businesses participate in climate action, such as discussing emissions and submitting legislative motions.

“The climate crisis can only be solved if we act with urgency and work together across businesses, governments, and society. And this new research sends a strong signal that customers expect us to act,” Karen Pflug, Chief Sustainability Officer of Ingka Group, said.