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The report finds that while British audiences generally support more climate-related content in culture, they demand it be 'done well,' avoiding preachy tones and focusing on systemic solutions rather than individual onus. Preferences vary by demographic segment, with some favoring subtle integration and others preferring hard-hitting real-life examples. Audiences respond most positively to fictional characters and real-life messengers who demonstrate authenticity, passion, and a focus on tangible actions, such as solar panel installation or concern for future generations.

The document finds that while deep distrust in politicians and institutions affects how climate action is perceived, there remains enduring support among Brits for ambitious climate leadership. People value leaders who are credible, passionate, and empathetic, and who prioritize tangible local benefits and global collective action over a reliance on statistics. The report suggests that climate leadership should be grounded in local contexts and delivered by authentic messengers to overcome disillusionment.

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.

The study identifies key strengths in the Estonian EIA/SEA system, such as the licensing of lead experts and the role of assessments in highlighting environmental considerations. However, it reveals significant challenges, including conflicting views on the expert's role, lengthy procedures due to bureaucratic coordination, and the reluctance of decision-makers to make unpopular decisions based on assessment results. The report also notes a need for more flexible Natura 2000 assessments and better integration of socio-economic impacts in strategic assessments.