Our thinking

89% project: Silent support slows climate progress

25 April, 2025

It’s a safe bet that most Friday 5 readers care about tackling climate change, and probably equally safe to assume a lot of us have, at times, felt alone in that fight. But what if we told you your peers care more than you think and underestimating each other could be slowing progress? 

A groundbreaking survey across 125 countries found that, on average, 89% of people want their governments to do more to combat climate change. Over 66% of people said they would be willing to contribute 1% of their income to help the cause, yet they believed only 43% of others would be willing to do the same.  

So why does this matter? It’s well known that social norms strongly influence our actions, if we realise others care, we are more likely to act ourselves. 

This normative influence is illustrated in a recent experiment, participants were offered the chance to win a pot of money and asked how much of it they would donate to a carbon-cutting charity. On average, participants donated half, keeping the rest for themselves. However, when participants were told that 79% of people think citizens should fight the climate crisis (as opposed to their estimate of 61%), donations rose by 7%. This suggests by simply highlighting the true level of support for the cause we can activate social instincts to follow those around us and accelerate progress. 

Bridging the gap between real and perceived support could also influence governments to do more. In one UK study, 72% of the public supported local onshore wind development, yet only 19% of MPs thought most of their constituents supported it, creating barriers to progress. Widespread understanding of the actual level of support could therefore be key in instigating governments to make a change. 

The fight against climate change can feel isolating, but we must not underestimate the power of sharing our values and commitments with those around us, whether that’s other businesses, individuals or government members. We don’t need to convince people to care, just remind them many of their peers, friends and neighbours already do. 

By Nia Vines