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As COP30 convenes, the Milken Institute and The Harris Poll have released groundbreaking global research on how people perceive and act on climate issues. The study, Understanding How People Respond to Climate Narratives & Identifying a Path Forward, surveyed more than 7,000 respondents across seven countries, uncovering a new path forward for climate investment and communication.
The research uncovers a striking paradox: Despite near-universal belief in climate change, with 83% of respondents having personally experienced its physical effects, current messaging leaves 65% feeling anxious about climate solutions and unable to envision practical action
Key Findings
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Crisis Messaging Backfires: Forty-six percent of respondents associate climate messaging with threats, while 65% feel anxious about climate solutions. Thirty-five percent cannot visualize solutions in their communities, especially in Germany, South Korea, and the U.S., driving 52% of Gen Z and Millennials to believe people nearby will need to relocate within 10 years.
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The Economic Bridge to the Attention Economy: Economic concerns outweigh climate concerns by 23 points globally, but when climate solutions are framed economically, they engage both skeptics and believers. Eighty-eight percent say economic opportunities must be part of climate messaging, with “saving 15% on energy costs” outperforming all other arguments.
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Local Solutions Generate Hope: Seventy-seven percent see local climate efforts as opportunities to build stronger communities, and 79% believe activism is more effective through community-level action than global frameworks.
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The Language That Works: “Sustainability,” “environmental protection,” and “renewable resources” unite audiences, while “carbon tax,” “climate crisis,” and “global warming” divide them, providing critical insight for investment communications.
