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The report finds that most people in Britain do not distinguish between climate adaptation and mitigation, preferring a 'both/and' approach to tackling climate change. While technical terms like 'climate adaptation' and 'climate resilience' have low clarity and approval ratings, people strongly support concrete measures such as better flood defences and home insulation. The document emphasizes that framing adaptation as a way to improve lives and restore the balance between people and nature is most effective, while warns that a singular focus on adaptation can be perceived by some as 'giving up' on addressing the causes of climate change.

The document finds that farming is highly valued in Britain as a crucial part of national identity and food security, with the public viewing farmers as being on the frontline of climate change impacts. It argues that climate policies must be developed in collaboration with farmers to avoid being perceived as punitive, as protecting the food supply and supporting farmers is a top priority for government climate action across all demographic groups.

The report examines how people in Britain perceive the financial impact of climate policies, noting that while many fear costs, few believe scrapping these policies would save them money. It highlights a strong public desire for a 'just transition' where the least well-off are protected and big polluting companies are held accountable. The findings suggest that framing climate action as an investment in a prosperous future is more compelling than technical terminology.

Research indicates that while 74% of people in Britain consider climate change important, there is deep distrust in politics and a tendency to avoid the topic due to negative feelings. The report recommends that communicators ditch technical jargon, focus on positive future visions, and avoid overestimating opposition to net zero. For policymakers, it suggests prioritizing local infrastructure that lowers energy bills, accelerating inclusive solar panel roll-out, cracking down on pollution, and investing in genuine local engagement to counter top-down distrust.

The briefing highlights that active travel is a common part of daily life for most people in Britain, with strong public support for investment in walking, wheeling, and cycling infrastructure, even if it reduces road space for cars. While active travel is associated with freedom for one third of respondents, there is a significant gap in perceived safety compared to car travel, with only 19% associating active travel with feeling safe versus 52% for cars. Geographic disparities exist, with a higher proportion of people in Wales reporting they rarely travel actively compared to those in London.

The 2024 Britain Talks Climate research indicates strong, cross-demographic support for government leadership in tackling climate change and nature loss. While people are hopeful about the prospect of government investment, there is significant anxiety regarding the personal costs of transition and a feeling of being uninformed. The report recommends that the UK government lead a collective national effort, ensure the transition is fair and affordable—particularly for low-income households—and implement a national public engagement strategy to build trust and normalize clean energy technologies like heat pumps.

The 'Germany Talks Climate' project provides a toolkit for communicators in Germany, arguing that climate engagement is most effective when linked to the core beliefs and values of different societal groups rather than relying solely on facts. Research indicates that while Germans are generally concerned about the climate crisis and support political action, they prioritise affordability and social justice. The project also includes visual research suggesting that local imagery, such as flooding in Germany, is highly effective, while images of activists often trigger negative reactions.

The document outlines a strategy for climate communication in Germany based on a segmentation of the population into six societal types defined by their values. It argues that effective communication must move beyond facts to address the values and identities of target groups, particularly those skeptical of climate protection. The guide identifies common ground across all segments—such as concern for the climate crisis and a demand for social justice—and provides preliminary findings on the effectiveness of different types of imagery in climate messaging.

The research identifies a broad public concern for climate change in the UK, though this is often decoupled from an understanding of 'net zero' as a specific policy solution. Using a values-based segmentation model, the study finds that while most Britons are open to 'doing their bit,' there is deep cynicism regarding political trust and the fair distribution of costs. Key findings highlight that fairness is experienced emotionally and varies by income level, with a strong consensus that the wealthy and big businesses should bear more of the financial burden. The report suggests framing net zero as an opportunity for financial wellbeing and energy independence to bridge political and social divides.