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Britain Talks Climate shows us people in Britain care about climate change and want to tackle it as a society.

The toolkit exists to help us better understand and engage with people’s priorities, questions and concerns. It helps us tell clearer, more compelling climate stories that resonate with people of different values and backgrounds.

The segmentation research underpinning Britain Talks Climate is More in Common’s Core Beliefs model.

Unfamiliar with Britain Talks Climate?
Find out more information on our ‘What is Britain Talks Climate?‘ page.


2024 summary & recommendations


Our 2024 research provides key updates and new insights. It paints an up-to-the-minute picture of people’s awareness and concern about climate change and nature loss, and reveals what they think about climate leadership.

This page pulls out our key recommendations from the 2024 research.

Unfamiliar with Britain Talks Climate? Read this first.


The big picture: How people are relating to climate change in 2024


This section shares big picture insights on how most people are thinking and feeling about climate change & nature, climate policy and climate leadership.

We include a dedicated look at perceptions of net zero policy and politics in Scotland and Wales, as well as the rest of Britain.


The seven segments in depth


Putting it into practice


Britain Talks Climate is designed to equip campaigners and communicators with the insights they need to shape the national debate in a way that draws on shared values and avoids division. This section provides practical advice on identifying and reaching different audiences.


Previous research



BTC full report 2020

Methodology 2020

Download report

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