People Are Taking More Climate Action But Feel It’s Not Enough: Ikea Report

People are increasingly taking climate-related actions in their daily lives, especially if it helps them save money, according to a new People & Planet ​Consumer Insights & Trends study published by Ingka Group, the largest Ikea retailer. 

The study of over 33,000 people across 30 countries also shows that 66% take action in their daily lives that help address climate change. However, the number who agree their actions can have an impact has fallen from 81% in 2021 to 76% in 2023.

Gen Z (those aged 18-24) are feeling least hopeful, with the number who agree their actions can have an impact falling from 81% in 2021 to 73% in 2023 – the biggest drop of any group.

The study by Ingka Group together with GlobeScan, builds on three previous studies done in 2017, 2019, and 2021 and was conducted to learn more about how people think, feel, and act in relation to people and the planet, and what they are doing to address issues around inequality and climate change in their daily lives.

The current global context, which has been dominated by worries about the cost of living is having a significant impact. Money-saving climate actions have increased due to necessity, with 50% using smart technology to save/monitor energy use (up from 46% in 2021), 90% saving on heating and cooling (up from 88% in 2021), and 52% of people buying second-hand household items at least some of the time, (up from 48% in 2021). 

“We can clearly see from the new insights that saving money is driving more sustainable behaviour. However, we also see that people want to increase their climate action and are looking for greater support in order to make impactful changes. Sustainability needs to become affordable and accessible for the many, not the few.”

“With our size and reach we are working hard to scale affordable solutions that enable our customers to take climate action in their daily lives. Making plant-based food and energy-efficient products affordable are two ways we are supporting our customers on the journey,” says Karen Pflug, Chief Sustainability Officer, of Ingka Group.