The world’s leaders are gathering next week in Egypt for the 2022 United Nations Climate Change Conference, or COP27, hoping to galvanize the global community around climate change. But as new Edelman Trust Institute research shows, there are significant trust-related barriers to overcome. To succeed in the decade ahead, we need to move global institutions from reporting to rallying, to move beyond the inside game of annual ESG reports to an outside game that excites stakeholders about the possibility of economic growth with sustainability.

Our second annual Trust Barometer Special Report: Trust and Climate Change, a global survey of 14,000 people in 14 countries, finds that Business, normally the most trusted institution in the world, lags badly on sustainability. There is a public perception of promises made but not kept and CEOs are among the least trusted climate spokespeople. Government is more trusted than Business to do what is right in addressing climate change, based on unlimited financial resources and regulatory authority, but is hamstrung by the majority-held belief that politics, not science is driving climate policy. The consumer is on the sidelines, paralyzed by confusing data, concerned about a joyless future, and more convinced that current climate change solutions are positively impacting society than individuals.

Here are the key findings from the 2022 Edelman Trust Barometer Special Report: Trust and Climate Change:

1. Fears Escalate—More than three-quarters of respondents are worried about the effects of climate change, from drought to rising sea levels. This is universal across gender, income levels, and age groups. Seventy one percent say that we must move faster on climate issues. Two-thirds say that people will need to dramatically change their habits to address climate change; it can’t be done by institutions alone.
2. Business Has a Trust Problem on Sustainability—Nearly two-thirds of respondents believe companies are doing mediocre or worse at keeping their climate commitments. CEOs are distrusted as spokespeople on climate – less than half of people (41 percent) trust them to tell the truth about climate change and what needs to be done to address it, nearly half as many as scientists/climate experts (76 percent) or a person like me (67 percent).
3. Government Expected to Lead on Climate Change—National government has a stunning 22-point advantage over business (32 percent) when it comes to which institutions people think should lead on climate change. Government has a three-point trust advantage (56 percent to 53 percent) over Business in being trusted to do what is right in regard to climate. The most important driver of our respondents’ trust in Government is its performance on balancing climate action with the country’s present energy needs, enabling quality of life and prosperity — when it does this well, people are 10% more likely to trust Government to do what is right on climate. A majority of respondents (52 percent) globally believe climate policy in their country is driven by politics, regardless of what the science says. This could not be more timely, as Government is going to face added pressure to balance energy, quality of life, and climate needs as fuel costs mount this winter because of the Russian invasion in Ukraine.
4. The Ugly Rise of Nationalism—There is huge skepticism about promises made by foreign nations on climate change; only 30 percent trust China and 31 percent trust India to do what is right on climate change. About two thirds of respondents worry that other countries will renege on their greenhouse gas reduction commitments. Yet within their borders, many nations believe they are already doing their fair share to fight climate change: 90 percent in China, 75 percent in India and Saudi Arabia, 52 percent in the U.S.
5. China as a Ray of Light—There has been a giant increase in Chinese awareness of the urgency of the problem of climate change, with a 15-point rise year-over-year (to 66 percent) among those in China who believe there has been little to no progress made in the fight against climate change. Eighty six percent of Chinese respondents worry about climate change leading to droughts or other natural disasters (up 10 points), while 62 percent believe that science is driving climate policy rather than politics.
6. NGOs Trusted but Not Expected to Lead Change—Non-Governmental Organizations face lower expectations to take the lead on climate change than Government or Business, at 26 percent. This is a sharp contrast to NGOs’ top rank among institutions on the matter of being trusted to do what is right in addressing climate change (61 percent). The solution for higher NGO trust is joint action with business on projects to improve climate.
7. Consumers Are of Two Minds—Eighty five percent of respondents acknowledge a gap between their current lifestyle and the more climate-friendly approach they would like to have. But 70 percent are either doing nothing or will only do some things that do not cost extra money or cause inconvenience. Among those who say there is a gap between how climate friendly their lifestyle is and how they want it to be, the top cited reason is cost (80 percent), followed by uncertainty about which options are more climate-friendly (77 percent). Nearly a quarter of people say they would pay nothing more for green products (43 percent in France, 37 percent in Germany, 33 percent in the U.S.)
8. Balance Societal and Individual Benefits—Current climate change solutions are more likely seen as having positive societal than personal benefits. Going green carries the perception for some nations that this requires giving up almost all activities that bring pleasure in life (China: 66 percent, India: 58 percent). We need to emphasize the personal benefits of climate action and show the advantages of a sustainable lifestyle by associating change with innovation.
9. Media Failing to Make a Difference—Fifty nine percent of respondents tell us that there is not enough reporting about solutions to climate change. Sixty percent of respondents say that it is too difficult to find trustworthy information about climate change; nearly half said it is almost impossible to find climate information that is easy to understand. Only 46 percent trust journalists to tell the truth about climate change.

This special report on Trust and Climate is a wake-up call for Business to press beyond the reporting of CSR numbers and ESG commitments toward rallying stakeholders. It is on Business to fill the information gap for consumers desperate for data they can trust. It is on Business to create effective regulation with Government that accelerates the transition to a low- and ultimately no-carbon economy, at a cost acceptable to society and the planet. It is on Business to use its marketing muscle to enable cultural change and empower employees with resources and knowledge to support this transition. It is on CEOs to stand up to elected officials attempting to gain votes by politicizing ESG with the false equivalence of jobs versus climate.

A year ago, at COP 26 in Glasgow, Scotland, Business took the bold step of a trillion-dollar fund to finance change. This year we need a similar commitment to wake the sleeping giant, the consumer, to believe they can make a difference and to show them the way.

Richard Edelman is CEO.

If there is one number that caught my attention from the 2022 Edelman Special Report: Trust and Climate Change, it’s this: Almost half of people aged 18 to 34 think that adopting a sustainable lifestyle will mean giving up just about everything pleasurable about their lives.

Oddly enough, this is good news. At least in a sense. Because it prompts us to reframe the climate narrative from one of sacrifice and guilt to one of hope and opportunity.

A positive narrative — when it is backed by tangible, meaningful actions aligned with a credible pathway to net-zero — can be an important motivator. A positive narrative does not diminish the scale and seriousness of the problem. A positive narrative should be very clear about the size of the challenge, the barriers that need to be overcome, the sense of urgency needed to address it, and the solutions being implemented to solve it.

Businesses can help shape a positive narrative, creating a way of talking about transitions that emphasizes potential rather than costs. NGOs and governments can help shape a positive narrative by promoting a positive vision of a secure net-zero future: green jobs, healthy cities, new opportunities. And individuals can share stories with friends and families about how positive lifestyles changes can create joy and happiness.

In short, a positive narrative is about solutions. Solutions that help unlock a positive spirit of transformation. A spirit that drives and delivers accelerated action.

And there are some good reasons to be positive.

Momentum on temperature change — and policy

Not too long ago, the level of global ambition and action had us on a path to well over 3°C of warming by the end of the century. Today, while still nowhere near the 1.5°C that climate scientists say is needed, current policies point to a 2.8°C temperature rise. Implementation of current pledges could reduce this to a 2.4°C. This is by no means a win but is positive progress. Positive narratives have the power to encourage policymakers to continue to be bold and maintain and accelerate this momentum.

In our report, we see that not only is government more trusted than business to do what is right in addressing climate change, a finding that bucks the trend of trust in institutions to do what is right in general, but the public is calling for more leadership from government, not just at a central level, but more locally, too. When looking at what drives trust in government to address climate change, if government is seen as performing well on one or more of the following — balancing climate action with the country’s energy needs, getting business to reduce emissions, coordinating with local governments on climate solutions, and subsidizing innovation — there is an increased likelihood of at least 6.7% that people will trust government to address climate change.

Scientists and climate experts at the top

For the second year in a row, our climate report finds scientists and climate experts to be the most trusted spokespeople when it comes to climate change, with heads of NGOs also trusted. We can infer this is largely due to their ability to specify precisely what problems we’re facing, like the risks associated with negative climate tipping points — critical thresholds that, when crossed, lead to large and often irreversible changes in the climate. In addition to continuing to report and comment on such risks, perhaps it’s time for more scientists and NGOs to begin promoting positive, solution-based tipping points as well.

Education is a top lever to pull on

Businesses are investing in solutions at greater speed and scale than ever before. And while change may feel slow and limited today, when the right combination of affordability, accessibility, and desirability are achieved, positive change and transformation can occur at speed and scale. When we looked at what levers drive the biggest increase in likelihood to trust business to address climate change, educating people on how to reduce their own climate impact came out on top. When business does this well, people are 5.6% more likely to trust it to do what is right in addressing climate change. This has a stronger impact on trust than if businesses do well on adopting science-based climate targets (4.5% more likely to trust) or ensuring suppliers reduce their climate impact (4.3% more likely to trust). All this supports an argument that business should no longer talk about their role operating in society but rather their role working with society.

Make it about me, not we

Globally, our research shows, most people see climate change solutions as having an impact on the collective good but not necessarily on their individual wellbeing. Connecting climate actions to day-to-day lives and personal experiences is essential. For example, people can continue to enjoy activities such as eating out and enjoying a good meal, traveling, and wearing fashionable clothes — we need to change the mindset that such activities can still be enjoyed, using different sources of protein, energy, and clothing.

Simply put: If about half of young people think living sustainably will mean giving up life’s pleasures, then there’s a big opportunity for business to show the opposite, providing ways to combine going green and enjoying yourself. To not miss the opportunity with this massive cohort of younger millennials and Gen Z, climate action needs a rebrand.

The good news about good news

With everything going on in the world today, one could be forgiven for giving more weight to negative information than to positive information. Unfortunately, this approach may lead to accelerating outcomes that lead to greater temperature rise, rather than less.

In conversations with friends and peers in the climate community, we repeatedly comment that what we saw in terms of the growth of positive news during COVID 19 could be a prelude to what might be possible for climate communications. Indeed, 59% of people — in effect 6 in 10 — say there is not enough reporting in the media about solutions to climate change. Media should not underestimate the audience for positive news, and the role it could play.

Next steps

So, if there is one thing I took away from this year’s report – it’s that all stakeholders, in particular businesses, can lead with hope. To excite stakeholders about the opportunities that a more sustainable, equitable and climate science-aligned present and future can exist. Using the power of their actions and communications to build markets, engage consumers, shift policy, and facilitate the rapid growth of sustainable products, services, and lifecycles. For business, showing that sustainability can be joyful could be a great way to engage more customers to be part of the solution, especially younger generations.

Robert Casamento is Global Climate Chair.

In discussing the new 2022 Edelman Trust Barometer Special Report: Trust and Climate Change with my colleagues, we kept coming back to the same question: What does this data mean for our clients, many of whom are businesses and brands?

The message is clear: Business must step up to close its trust deficit. Historically, our research shows that in general, business is the most trusted institution to do what is right. Yet on climate, business trails NGOs and government, and is 9 points less trusted than it is to do what is right in general. Almost two in three people (64%) globally say companies are doing mediocre or worse at keeping their climate commitments. If business can close these gaps, then it has the potential to inspire significant change at scale.

People are more worried about climate change today than ever — a remarkable finding given the range of concerns facing our world, from food shortages, inflation and a looming recession due to the ongoing war in Ukraine. And these worries are becoming entrenched, with 57% of people globally saying there has been little to no progress made in the fight against climate change.

To rebuild trust in their ability to combat climate change, businesses should approach the challenge as a joint endeavor between themselves and individuals — providing the information, inspiration, and infrastructure to make green decisions easier and not at great personal cost.

Here are three key steps every business should be considering: take action, educate, and inspire with solutions.  

Take action

It’s critical to get your own house in order. When business is seen as doing well on adopting science-based climate targets and ensuring suppliers reduce their climate impact, it is 4.5% and 4.3%, respectively, more likely to be trusted to address climate change.  And innovation remains essential: When business is seen doing well on investing in climate-friendly products and technologies, it is 4.1% more likely to be trusted to address climate change. Our respondents cite a lack of institutional support — be it better insulation in homes or more accessible bike lanes — as one of the biggest barriers to having the more climate-friendly lifestyle they want, so use the power of your organization to make more carbon-friendly lifestyles and choices easier for individuals.

Educate

When business is seen as doing well on educating people on how to reduce their own carbon impact, it is 5.6% more likely to be trusted to address climate change. This makes sense when you consider that across the board, there is a significant information gap on climate change. Sixty percent of respondents globally say it is too difficult to find trustworthy information about climate change (a 6-point increase from last year) and almost one in two say it is nearly impossible to find information about climate change they can understand (45% — a 5-point increase from last year). Businesses should educate their employees and their customers about what exactly is at stake and how they can make a difference.

Inspire with solutions

People are not only craving information, but they want solutions: 59% say there is not enough reporting in the media about solutions to climate change (4-point increase year-over-year). And 40% of people globally believe that reducing their personal carbon footprint would translate to a life devoid of joy. Business has the unique potential to combat these fears by leading with tangible solutions and using the power of their brands and platforms to inspire people to adopt more carbon friendly behaviors, products, and lifestyle choices. Let’s double down on the message that climate-friendly action isn’t a tradeoff to personal joy but additive: It’s healthier for your environment, your community, and your own life.

The time is now for business — alongside other institutions — to rally individuals to drive positive change on a larger scale. This will only happen if business earns people’s trust and thereby the right to lead through action. We know business has tremendous potential to innovate, adapt, and inspire change. This makes me hopeful that if we act now, business can meet the moment and lead on climate before it is too late. The world is depending on us to do so.

Helga Ying is Global Chair of Purpose.