Hundreds of Polish students took part in the 'Krakow For Climate Justice' protest asking for climate justice and expressing opposition to the passivity of politicians in the face of the climate disasters. On September 25, 2019, in Krakow, Poland. (Photo by Artur Widak/NurPhoto via Getty Images)

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The vast majority of people are in favour of action on climate change, but some phrases like ‘net zero’ are ineffective, according to a new analysis.

The report by the Potential Energy Coalition, with financial support from the Rockefeller Foundation finds strong support for climate solutions across the spectrum, but there are issues with some of the terminology regularly used around the subject.

For example, it found climate messages involving pollution, health and protecting future generations saw increased support across six of the G7 group of countries.

But messages emphasizing bans, mandates or ‘net zero’ consistently underperformed with the public.

Achieving net zero ranked last among nine environmental priorities in every single country surveyed, well behind simpler messages like acting on climate change, protecting nature, or reducing air pollution.

The study is based on research with more than 83,000 adults across the United States, the United Kingdom, France, Germany, Italy, and Canada.

According to the survey, nearly 9 in 10 (88%) of the Americans’ surveyed said climate change is real and happening

More than two thirds (69%) supporting immediate government action, and 72% supporting immediate action to build more clean energy.

The poll also found concern about climate change has remained remarkably stable, despite recent geopolitical events, with 64% of Americans worried today compared with 65% in 2023.

In the U.K, 90% of those surveyed said climate change is real and happening, with nearly three quarters (72%) supporting immediate government action.

While 78% of the Canadians surveyed said they were worried about climate change, 90% said climate change is real and happening, and 69% backed immediate government action.

John Marshall, the founder and chief executive of Potential Energy Coalition said while the conventional wisdom is often that climate change is a low priority for citizens, the data in the report suggests otherwise.

Marshall added the evidence suggests pro-climate messages are actually really powerful and resonate with voters across the political divide.

He told me “front-door messages”, like those about extreme heat, have far greater impact than “side-door messages” about ancillary benefits or economic growth.

“I would say this research is a call to arms,” said Marshall. “The data says when you talk about climate, you can actually garner a significant amount of support.”

But he added the data also reflects how the climate community have “dramatically over complicated this in the search for progress” with phrases like net-zero, which have failed to catch on with voters.

“We need to get down to regular people, their actual lives, and how it's impacting them,” Marshall told me.

Marshall added one encouraging piece of data revealed in the report is how the support doubles from people with conservative values when you talk about issues like conserving nature and land.

It is a myth that climate change is merely a progressive issue,” said Marshall. “Conservation is a very powerful concept, and it moves people on the right, just as much as the people on the left.

“While the most effective messages which slow support down are ‘it’s just too hard’ or ‘it’s just too expensive’.”

And John Gans, senior vice president, strategic communications and policy, at the Rockefeller Foundation, said despite the increasing risks of climate change, the report highlights how there has been a decrease in people talking about the issue.

Gans added talking about climate change should not be a case of beating people into submission, but rather about convincing people there is a better path and a better life moving forward.

“The data in the report gives people both confidence and content to move forward," said Gans.

"If something is important, you have to talk about it, and the only way to create the impetus to get people to take action is to sell them on the action in a way they actually understand it, support it, and show how it is in their best interest.”

The Green Alliance’s director of politics, Holly Brazier Tope, said the report shows just how out of step the political debate is with public opinion, in an email.

Brazier Tope added voters overwhelmingly back action on climate and nature, and that support stretches right across political divides.

“Politicians should stop trying to manufacture divisions on issues where the public is largely united,” she said.

“At a time when climate coverage is declining and political will is faltering, this research is a powerful reminder of where the public actually stands: demanding practical solutions that protect their health, restore nature, strengthen energy security and leave a better world for generations to come.”