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In a survey of 2000 people carried out by Opinium, on behalf of Positive Money, 75% of UK adults were concerned about the impact of climate change on the cost of heating or cooling their home, while 69% were worried about the impact of grocery prices, 54% on the price of housing or rent, 74% on electricity costs, 68% on the cost of water and 59% on transport costs.
These concerns about ‘climateflation’ show that the perceived impacts of climate change are not confined to changes in the weather (although these are becoming more noticeable to people too).
Climate Barometer data backs this up – concern about the impact of climate change on household bills was the third most common choice behind ‘harm to nature and wildlife’ and ‘suffering and hardship for the world’s poorest’.
Separate analysis investigating the cost of ‘not zero‘ (i.e. not pursuing net zero goals fast enough) by the Energy & Climate Intelligence Unit (ECIU) supports people’s concerns: households really are facing higher bills because of a lack of action on climate change. Their calculations reveal that cumulative savings of £70bn on the UK’s energy bill could have been made had investments happened over past decade.
The Positive Money report emphasises that these climate-linked costs are disproportionately felt by lower income households.
Grounded in an analysis of the online discourse around the sweltering summer of 2022 in the UK, ACT Climate Labs issued guidance for anticipating and responding to misinformation around extreme weather, as well as engaging the ‘Persuadable’ 60% of the population who are neither highly engaged nor antagonistic towards climate action.
Echoing earlier work by Climate Outreach around flood risks and communication, ACT Climate Labs recommend not focusing too much on climate during a heatwave (this can be off-putting or appear judgmental/spoiling people’s positive experiences of warmer weather) but to use the period of increased climate salience that follows extreme weather to engage audiences then
Climate Outreach, in collaboration with Cardiff University, have published a briefing containing seven recommendations for public engagement on climate risks and adaptation, including the insight that communication on adaptation shouldn’t be divorced from messages on mitigation. The distinction is not widely recognised beyond the climate community: concerns about mitigation and adaptation reinforce each other and are perceived as two sides of the same coin
In a report that offers a critical evaluation of the Heatwave Plan for England, survey data shows that most people – including those who are most vulnerable – don’t tend to see themselves as being at risk from heat. The authors write:
Most people had positive views of hot weather, and for many it was something they looked forward to as it invoked feelings of good health and well-being. In addition, most adults did not feel that hot weather posed a risk to themselves. As a result, protective measures were often not taken, even those that people felt were effective, such as staying out of the heat and in the shade.
Only 40% of participants aged 75 or older saw themselves personally at risk of hot weather. According to many of those interviewed, risk was associated with physical and mental frailty, not age itself, and there was some resistance, even resentment, to any ‘vulnerable’ label that may be applied to them in this context, as they did not consider themselves ‘frail’.
Making sense of public opinion on climate impacts
People increasingly understand climate change as happening in the ‘here and now’. But there is a long way to go before the severity of climate risks is fully appreciated, and people are fully supported in preparing for and adapting to impacts.