Foreword

Concern about climate and nature is widespread across the G7, yet confidence in progress and fairness is weakening. Transitions in energy, industry and infrastructure require long investment cycles and durable public support. Climate action must be framed as an economic project that improves lives, rather than as sacrifice without visible gain.

Introduction

Drawing on academic literature, commercial polling, two multinational surveys and 25 expert interviews, the report examines why citizens who care about climate and nature do not consistently support policy solutions. Citizens’ support for government, business and finance action is identified as a critical enabler. The core argument is that restoring belief in human progress is key to unlocking durable backing.

1. Beyond caring – The need for citizens’ support

Evidence shows strong concern: 71% across G20 countries support immediate government action, and 89% globally say governments should do more. Worry spans the political spectrum.

However, climate ranks lower among voting priorities (21% in the US, 25% in the UK, 30% in Germany list it in their top three issues). Responsibility is largely assigned to government and business. Finance initiatives and corporate commitments have been constrained without policy certainty and electoral backing. Citizens’ support is therefore the missing link in enabling system-level change.

2. We don’t have to do this – The beliefs blocking support today

Three beliefs impede support.

First, “we don’t have to do this”. Citizens shift responsibility to others; agreement that one’s country should do more declines as income rises. Many underestimate the scale required: 47% in high-income and 73% in middle-income countries believe halving emissions would stop temperature rises.

Second, “it threatens how we live”. Policies are resisted when perceived to reduce living standards, restrict freedom or impose unfair burdens. Support falls where trade-offs are visible, such as fossil fuel bans. Fairness matters: willingness to act increases if the well-off also change behaviour.

Third, “it won’t work”. Only 32% in high-income and 43% in middle-income countries believe it is technically feasible to stop emissions while maintaining living standards. In the UK, emissions have fallen by around 50% since 1990, yet 41% disagree that policies made a meaningful difference. Citizens also underestimate others’ willingness to contribute financially.

3. We do have to do this – Why rebuttal is not working

Rebutting objections through urgency and threat has limited impact. Climate benefits are future-oriented and delayed, while costs are immediate. UK modelling shows net transition costs before 2040, turning negative thereafter.

Rich-country despondency compounds resistance. In G7 states, most believe the world will be worse for their children and show low openness to change. Optimism and openness correlate positively with support for contested technologies such as nuclear, carbon removal and cultivated meat.

The report contrasts a conservation mindset with a transition mindset. In the UK pathway to net zero, 82% of abatement comes from supply substitution and new technologies, and only 18% from demand reduction. Hope and efficacy are more effective than fear in driving proactive support.

4. We want to do this – Pivoting to an aspirational future

The report proposes restoring human progress as a unifying narrative, guided by three principles.

Delivering meaningful gains embeds climate and nature within sector strategies—energy, transport, food—solving for security, affordability and prosperity alongside sustainability.

Playing to national strengths reframes transition as competitive opportunity. Illustrative examples include Germany in industrial electrification, France in nuclear and aviation, and the US in advanced clean technologies.

Believing in better requires making progress visible and fostering pride and belonging. Policy guidelines emphasise sector visions, national strengths, local fairness, freedom of choice through substitution, and tangible local benefits rather than narrow emissions targets.

5. Leading the change – Broadening the mission, unlocking support

Restoring human progress aligns interests across government, business and finance. Citizens favour collaborative leadership over unilateral approaches.

The report calls for integrated sectoral collaboration, combining transition taskforces, citizen engagement and industrial strategy. Sustained public support depends on rebuilding confidence that collective progress and prosperity remain achievable.