Britain Talks Climate

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.

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2024 summary & recommendations

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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.

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

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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.

Engagement and concern

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Leadership

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Policies

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Wales

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Scotland

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The seven segments in depth

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Progressive Activists

Opinionated, confident, outward looking and restless for change, this segment is probably the most familiar to climate campaigners…

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Backbone Conservatives

Firmly Conservative in their social and cultural views, strongly value farming and rural lifestyles, and supporters of the historic achievements and reputation of Britain in the world…

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Civic Pragmatists

Tend to be solidly on the left but not activists. This progressive, practical, moderate and highly civically engaged segment are anxious about the future – and are one of the segments most concerned that the world is becoming a more dangerous place…

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Established Liberals

Characterised by their comfortable, trusting and untroubled perspective, linked to their financial security, Established Liberals tend to hold right leaning views about the economy, but nonetheless tend to skew towards the left on social/cultural issues…

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Disengaged Battlers

Disengaged Battlers tend to feel unheard, left out of society and disillusioned. They tend to hold left-leaning views on the economy and meritocracy, but more centrist/right-leaning views on some cultural issues…

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Disengaged Traditionalists

Disengaged Traditionalists are alienated, disillusioned and sceptical – about progress, about society in general, and to an extent about climate change…

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Loyal Nationals

Feeling angry and threatened, Loyal Nationals are a fearful segment but likely to say they are ‘very proud’ to be British. This segment tends to take broadly ‘populist’ political views on a range of issues; often leaning left economically, but right on social issues…

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Putting it into practice

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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

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BTC full report 2020

Methodology 2020

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2024 summary & recommendations