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Ipsos global data shows elevated climate ‘apathy’ among younger men

01 May 2024

A number of recent polls have suggested that younger generations – including teenagers – are showing some signs of climate fatigue.

New data collected across 33 countries by Ipsos and published on Earth Day found evidence of what they describe as rising apathy and fatalism among the young (especially men):

Millennial and Generation Z men feel more apathetic and fatalistic about climate change compared with older generations and with women. Three in ten say it’s already “too late” to tackle climate change. Similar proportions of young males agree there’s no point changing their own behaviour to tackle climate
change because it won’t make any difference anyway (Gen Z men, 32%; Millennial men 31%) .

Ipsos report considerable variation across different countries – a full 67% of Indian respondents felt it was already too late to do anything about climate change, whereas most in most other countries the level of agreement with this sentiment was between 20-30%.

But the age-based differences are clear across the large, international sample as a whole, and in the UK

And they underscore the importance of communication and engagement strategies that (whilst not shying away from the stark realities of climate change) do not stoke a sense of fatalism and erode any sense of agency among the public.

Reference article:

  • Author: Ipsos
  • Date: 22nd April 2024

The latest from the Polarisation timeline:

Opinion Insight 21st February 2024

Redfield & Wilton polling: Labour & Conservative voters think climate change not being taken seriously enough

In the past 6 months, both the Conservatives and Labour have reduced their green policy ambitions. First, the Conservatives announced delays to some near-term net zero targets. more recently, Labour said it would no longer be investing £28 billion per year into green projects. Across this period, polls have indicated that voters expect leadership from politicians on climate change, and want more (rather than less) action on climate.

New polling from Redfield & Wilton (in the wake of these announcements) asked voters for the two main parties to select between a number of competing statements, across a range of topics.

Conservative voters are more likely to believe that the threat of climate change is not being taken seriously (66%) than they are to believe that the threat of climate change to the UK has been overstated (34%). For Labour voters, a full 77% believe climate change is not being taken seriously enough, with only 23% seeing the risk to the UK as overstated.

  • Author: Redfield & Wilton
  • Date: 13th February 2024
Media Insight 16th January 2024

Report finds a rise in ‘new denial’ narratives on Youtube and a third of UK teenagers agreeing that climate change is exaggerated

Using an AI-supported analysis of climate change content on Youtube (going back to 2018), a report from the Centre for Countering Digital Hate makes a distinction between ‘old denial’ narratives (e.g. that global temperatures aren’t increasing), and ‘new denial’ narratives (e.g. that rising global temperatures can in fact be beneficial).  Whilst ‘old denial’ narratives are now less common, ‘new denial’ narratives have increased and now constitute 70% of climate denial content on Youtube in 2023.

Strikingly, in a nationally representative survey of young people in the UK, 31% of respondents aged 13-17 agreed that ‘Climate change and its effects are being purposefully over-exaggerated’, rising to 37% among teenagers who were heavy users of social media.

This stands in contrast with Climate Barometer tracker data, where the claim that climate change is exaggerated was unpopular among young people aged 18-24 (a slightly older age group), perhaps indicating a pivot between earlier and later teenage years on susceptibility to this form of ‘new denial’ narrative. Alternatively, it may be a cohort effect that hasn’t been obvious because the majority of polling focuses on those aged 18 and over.

Content which is critical of clean energy solutions, seeking to discredit them or draw attention to the financial costs of green policies, was included in the ‘new denial’ category. An analysis of newspaper editorials in 2023 by Carbon Brief found a record number of UK newspaper editorials opposing climate action (almost exclusively from right-leaning titles) utilising very similar arguments.

  • Source: Center for Countering Digital Hate | CCDH
  • Date: 16th January 2024
Media Insight 16th January 2024

Carbon Brief analysis shows record opposition to climate action by right-leaning UK newspapers in 2023

An analysis by the website Carbon Brief has found a record number of editorials in UK newspapers (almost exclusively right-leaning publications) that oppose climate action. Carbon Brief writes:

Newspapers such as the Sun and the Daily Mail published 42 editorials in 2023 arguing against climate action – nearly three times more than they have printed before in a single year. They called for delays to UK bans on the sale of fossil fuel-powered cars and boilers, as well as for more oil-and-gas production in the North Sea. In response to such demands, prime minister Rishi Sunak performed a “U-turn” in September on some of his government’s major net-zero policies.

Climate Barometer tracker data suggests a correspondence (cause and effect is harder to establish) between the views of Conservative MPs on net zero policies, and the views expressed in these editorials. But among the public there is not such a clear relationship, with even Conservative voters ambivalent on whether delays to net zero targets are in touch, or out of touch with public sentiment:

Opposition to climate policies is not only found in right-leaning editorials, however. An analysis by the the Centre for Countering Digital Hate found a surge in what they call ‘new denial’ narratives on Youtube in 2023. These include attempts to discredit green energy technologies, or exaggerate their cost – positions that mirror the editorial content analysed by Carbon Brief.

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