3. Climate and nature - Climate Outreach

The document finds that while 74% of people in Britain consider climate change an important issue, their support for specific actions is heavily influenced by the language used. Framing climate action as 'protecting our environment' (59% support) is more effective than using technical terms like 'net zero' (43% support). There is a strong, unifying connection between climate change and nature, with 'harm to nature and wildlife' being the top concern for 41% of respondents. The report highlights that people across all socio-economic backgrounds are concerned, though many distance themselves from the topic due to immediate life pressures or the depressing nature of the subject. It recommends using tangible, local examples of progress and a holistic approach that links climate action with nature preservation to increase public engagement.

• A significant majority of people in Britain are concerned about the environment, with 74% stating climate change is an important issue and 35% reporting they have done more to protect the environment over the past year.
• The framing of climate action significantly impacts public support; general environmental protection is more popular than technical targets like net zero.
• Even highly concerned groups, such as Progressive Activists, find messages more compelling when they avoid sector jargon in favor of language focused on societal prosperity.
• Financial status does not determine level of concern, as those struggling financially are just as worried about climate change as others, although wealthier individuals are 12% more likely to think about it frequently.
• The primary reason people avoid thinking about climate change is that it does not typically arise in their daily lives (40%), followed by a feeling of helplessness (24%) and the topic being too depressing (18%).
• Harm to nature and wildlife is the most prominent worry regarding climate change impacts over the next decade, cited by 41% of respondents as a top three concern.
• There is widespread respect for nature and a strong belief in the interdependence of humans and the natural world, with 83% finding the message that damaging nature damages humans to be convincing and relevant.
• Public priorities for government climate policy focus on food supply and farming (37%), wildlife support (27%), and affordability for the least well off (22%).

APA

Climate Outreach (2025). 3. Climate and nature - Climate Outreach. https://climateoutreach.org/btc/2025/report/chapter-3/

Chicago

Climate Outreach. 3. Climate and nature - Climate Outreach. 2025. https://climateoutreach.org/btc/2025/report/chapter-3/.

Wikipedia

{{cite report |author=Climate Outreach |title=3. Climate and nature - Climate Outreach |date=12 August 2025 |url=https://climateoutreach.org/btc/2025/report/chapter-3/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateoutreach2025climate, author = {{Climate Outreach}}, title = {{3. Climate and nature - Climate Outreach}}, institution = {Climate Outreach}, year = {2025}, month = aug, url = {https://climateoutreach.org/btc/2025/report/chapter-3/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }