how millennials feel about climate change
TRANSCRIPT
Nidhi ChimnaniDirector, Research & Insights, MSLGROUP
(and a Millennial)
@nidhichimnani
How Millennials feel about climate change
And what we want to do about it.
In October and November 2015, we engaged with a community of 270 Millennials to understand their views on climate change.
18-30 year olds
10+ countries
42% younger Millennials (18-25 year olds)
60% female
at www.bethechance.com
The circles indicate the number of responses from these countries.
What emotion do Millennials feel when they think about climate change?
Powerless HopefulSadFrustratedScared
Millennials feel….
Worried
Anxious
ConcernedAlarmed
Fretful Sense of Angst
Anguished
Distressed
Nervous
Apprehensive
Restless
Confused
Uncertain
Millennials know things cannot
continue as is – we must change.
But is it possible? What will the future bring?
Afraid
Terrified
HorrifiedSCARED
AngryFRUSTRATEDDisappointed Contemptuous
DisgustedSickened
Dissatisfied
Tired
AnnoyedHeadache-y
Shock
Surprise
Disbelief Millennials have
raised their expectations. They
want businesses to transform their
processes and deliver real
change.
- Elena, 19, UK
[I’m] shocked that the things most of us don't even think about can have such a huge impact half way round the world!
UK
- Lauren, 24, United States
Businesses should be held responsible for the products they are making and what happens after the products are used (and how they are disposed). US
- Sara, 24, Denmark
It’s so easy to do something, so why on earth do politicians and companies have to make it so hard?
Denmark
Millennials are confronted by the scale of problem,
and the complexity of engaging all
actors.The result is a deep sense of
pessimism.
POWERLESSHelpless
Resigned ParalyzedDefeated
Desolate
Sense of Urgency
DesperationPanic
Hopeless
Despaired
Millennials also insist on
collaboration between these key actors – especially
Business and Government.
It’s no wonder that Millennials say Government, Society and Business are together most responsible for change.
Millennials are slowly
beginning to realize their
habits are part of the
problem too.
Upset
Depressed
Devastated
HeartbreakAshamed
Embarrassed
UncomfortableDisoriented
Unpleasant
Negative
Terrible
GuiltySAD
52% 52% Millennials hold themselves co-responsible for implementing solutions.
Winnie, 22, Taiwan
I feel sad. I am an environmentalist, I want to slow down climate change personally. Taiwan
A.Y., 30, Malaysia
We need to save Earth for the next generations. We cannot live happily when seeing our own house are being burnt. Anxiety rises and people are sick both emotionally and in bodies.I do not want to feel sick anymore. Malaysia
Shina, 25, China
Everybody is responsible for climate change. We can do every little thing to change the situation and we have to!
Companies can push people and I think we need leverage this to effect more people to take action.
China
Here’s how Millennials want businesses to address climate change.
find out about greener and
cleaner products
recycle find out about sustainability
initiatives
get involved
100%MAKE IT EASIER FOR ME TO...
operate(upgrade processes
and the way you work)
100%
innovate(give me greener
products)
invest(invest in clean
solutions and startups)
package products
(use eco-friendly materials)
donate(support more
causes)
CHANGE THE WAY YOU...
Here’s how Millennials want businesses to address climate change.
governments
100%
better suppliers
organizations people like me
charities religious organizations
other
PARTNER WITH...
Here’s how Millennials want businesses to address climate change.
Some Millennials feel hopeful about climate change – they see it as an
opportunity for global
collaboration.
HopeAct like one planet
OpportunityChange
ExcitedPositive
Climate change is the greatest threat to civilized human culture and progress.
On the other hand, it is the greatest potential for innovation, collaboration and the establishment of a real global community.
Asger, 30, Denmark
Denmark
If you were President or Prime Minister of your country…
We asked Millennials what they would do if we offered them some power.
If you had $100 million to address climate change…
Power
Money Authority
If Millennials had $100 million to address climate change, they would invest in…
RENEWABLE ENERGY
Solar & wind energySolar infrastructure
INNOVATIONResearch
R&D Desalination
FOOD SECURITYSustainable farming
Food supplyMicro-farming
REPAIRRe-forestation
EDUCATIONAwareness
If Millennials were Head of State of their country, they would introduce…
eco-mindset eco-system eco-nomy1 2 3
3Recommendations for Business
1. The fight against climate change should be everyone’s fight
• Make it relevant to everyone’s daily lives.If they know they can make a difference, they will.
• Inspire people to innovate new ideas and technologies.Individual actions – around aspects like clean energy, sustainable agriculture, R&D – will lead to a significant collective response.
2. The tipping point for Sustainable Business is now
• It’s time for transformation.With increasing pressure from Millennials, and in fact all stakeholders, businesses must find new ways to operate.
• A new era of performance with purpose. There is a ‘Race to the Top’ – this will be amplified by early actors and the UN climate change conference.
www.bit.ly/ChanceforChange
3. Businesses,Millennials are your best chance for change.
• We are acting anyway. With businesses, or on our own.
• We are stronger together. Millennials bring the passion, the vision, the creativity. Businesses bring stability, scale and structure. Both are crucial for success.
Thank you!