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Ipsos MORI polling – August 2023
In a poll of around 1000 people in early August, 2023, 51% said they’d like to do more to reduce climate change and help the environment, but that they couldn’t afford to.
The same survey found that people think that the economic costs of climate change itself will be greater than the cost of measures to reduce climate change (by 41% – 22%)
In the contrast between these two responses, a lot is revealed: whilst people want to do more, cost-of-living pressures put restrictions on this.
But there is an acknowledgement that tackling climate change is less expensive than not tackling it.
Policies that reduce the upfront costs of new technologies like heat pumps (through government subsidies or as uptake grows and prices fall) can help to square this circle, and are a crucial aspect of positioning climate policy as fair for voters.
New data from the spring 2026 wave of the DESNZ Public Attitudes Tracker shows that 1 in 10 owner occupiers have already installed solar panels on their home and a further 57% say they would definitely or probably do so in the next few years. This presents an increase from 52% who said the same in spring 2025 but is still slightly below peak values in spring 2023.
When asked about the main reasons for considering solar, those who were likely to install them listed cutting electricity bills (83%), the renewable nature of the technology (72%) and reduced dependence on the electricity grid (51%).
Among owner occupiers who were unlikely to install solar panels, the main reasons for not considering the technology were the installation being too expensive (55%) and the payback taking too long (53%).
When asked what would encourage them to consider getting solar, 3 in 4 owner-occupiers named better financial support for installation (75%), followed by a guarantee scheme to cover any faults or damage (50%) and better financial incentives to sell excess electricity back to the grid (44%). These three incentives remain unchanged as top 3 since spring 2024, emphasising that the high outlay cost remains the largest barrier for those eligible to install solar on their homes.
Commentary & Analysis
18th May 2026
How did climate show up at the 2026 elections?