How people think and feel
Few believe that scrapping plans to tackle climate change will save them money
While people are attuned to and concerned about the costs of climate policy, most are not convinced that there is money to be saved in scrapping commitments and plans. In fact, people are more likely to think it will cost them than save them money if we scrap plans to tackle climate change. This is equally true in England, Scotland and Wales.
Perceptions of how much it would cost or save people in the long run if the government were to scrap plans to tackle climate change, by segment
Fears about the costs of climate policy are real, potent and widespread, but this doesn’t mean people aren’t worried about climate change
Even those who say a priority for climate policies should be keeping their personal costs down, and those of the least well off, are still mostly worried about climate change.
The extent to which people are worried about climate change, by their top priorities for climate policies (the top 8 priorities for climate policies for people across Britain are shown (of a possible 16), not displayed in order of rank)
The majority believe policies to tackle climate change will cost them money, not save them
Across income groups, people tend to believe policies to tackle climate change will cost them money. Though people who have less money are less likely to believe this than people who are relatively comfortable.
Perceptions of how much government policies to tackle climate change will cost or save people in the long run, by financial situation
In Scotland, those who are less well off are less likely to think the transition to renewables has been a good thing.
“...And now they've created this whole thing which is either you are really poor and you get no net zero or you are still poor, but you get net zero and you get a cleaner environment. It's like, well I'll take the cleaner environment and really expensive energy because right now we've got this kind of toss up… it's a zero sum game… either we get net zero, but everyone's skint and it's like, well everyone's going to be skint anyway because you've rigged the whole thing…”
Sceptical Scroller, Glasgow Central Constituencies
Lots of people have concerns about the cost of net zero. This was brought up in focus groups by people from different segments.
“...as UK citizens, we pay the most for our utility bills, for our gas and electricity. And the reason for that at the moment… really going for this net zero policy. Wind turbines are clearly a big part of that and whilst they're a great green resource on one level, they're also very expensive… we're subsidising them through our utility bills.”
Traditional Conservative, Oxfordshire
“...It's [net zero] just another way to tax people. It used to be the green tax and then we can get all this renewable energy and that was what, 20 years ago? Hey, hang on a minute. We're still paying for it now. We are not gaining anything. Our bills aren't coming down. It's just another way to screw the common person…”
Rooted Patriot, Anglesey
Concerns about costs are reflected in how people respond to messaging
When we tested messages that described climate change policy as “costly” or “expensive”, it reduced people’s support for those policies. Tapping into people’s worries about costs is proving to be a powerful way that politicians and commentators can undermine action on climate change.
When costs are emphasised, people are divided on what strong climate leadership looks like
When presented with the hypothetical action of ‘scrapping climate policies that are costing the UK too much or aren’t working, even if others say it will slow our progress on tackling climate change’, Brits are divided on whether this shows a sign of a strong or a weak leader.
Perceptions of whether scrapping climate policies that are costing the UK too much or aren’t working, even if others say it will slow our progress on tackling climate change is a sign of a strong or a weak leader, by segment
People’s ability to absorb a short term increase in bills varies according to how financially comfortable they are
More people than not in England, Scotland and Wales support a short term increase in bills to meet a 100% clean energy target. Understandably, the less well-off people are, the less likely they are to support this.
The extent to which people would support or oppose government’s plans to reach 100% clean electricity by 2030, even with short-term increases in energy bills, by financial situation
“...I think they [the government] maybe don't see the bigger picture on the impact of individuals and those that are struggling..”
Dissenting Disruptor, Dartford
“...so we've looked at the heat source pump and it was going to cost a huge, it was going to take us, I don’t know how many years, we would've left the house before we would've paid it off basically. So if we're feeling that then how are other households going to manage it?...”
Established Liberal, Maidenhead
Generally, people think it’s important that climate policy is affordable for the least well off. Picking from a list, more people prioritised government climate policies being “affordable or cost-saving for the least well off” than those who think it should be “affordable or cost saving for me”.
“...At the moment, I think people pay more for greener energy generally on their bills, which is given today's cost of living and so forth, that's tough. When people are then asked if they've got a choice between the two. A lot of people will understandably choose the cheaper energy, which will be the energy which is more problematic to the environment…”
Incrementalist Left, Basingstoke
“...I think people are going to feel worse off and when you start feeling worse off, you're not going to invest in things that cost you money to reduce climate change”
Established Liberal, North Cotswolds
People want to hear that climate policy is an investment in a better future for everyone
Across this research we see that people become more supportive of climate policy when it’s framed as an investment in a healthier, happier and more prosperous future.
Responses to different messaging and language used to talk about fair and just transition (Source: More in Common and Climate Outreach, July 2025)
| Messaging and language | Response |
|---|---|
Presenting technical terms: “When thinking about moving away from fossil fuels and relying more and more on clean energy, we need to prioritise a just transition” |
58% find this compelling |
Giving a vision of better: “When thinking about moving away from fossil fuels and relying more and more on clean energy, we need to prioritise a more prosperous society and building a better future for everyone” |
72% find this compelling |
Please note, these two statements were presented as part of a split sample question to test the different language we use when talking about a ‘just transition’, which presented a total of four statements to different participants
Responses to different messaging and language used to talk about the financial and economic considerations and benefits relating to climate action (Source: More in Common and Climate Outreach, June & July 2025)
| Messaging and language | Response |
|---|---|
Presenting technical terms: “Green growth” |
58% think it’s a good thing 53% is clear what this means
|
Giving a vision of better: “Moving away from fossil fuels to renewable energy is a good investment in a self-sufficient and secure future” |
65% find this compelling |
Please note, these two pieces of messaging were presented in different questions in our research, and the second was part of a split sample question with 4 other message tests. Here we are presenting the data from across two different questions to indicate where building on certain language shifts responses among participants to ‘how we talk about cost, growth and investment.
Most people feel positive or undecided about the fairness of the energy transition so far
Across Britain, the most common assumption is that the transition has been neither fair nor unfair. Yet, people are almost twice as likely to feel the energy transition so far has been fair than unfair to them.
The extent to which people feel climate policies implemented so far in the UK have been fair to people like them, by segment
In Scotland, proportions of fair and unfair are more similar.
We know that people generally worry about fairness, and these fears are easily stoked when the country is disillusioned and divided. But most people haven’t been convinced that the energy transition is unfair.
There is a need to reinforce and build on the positive feelings many have towards clean energy, by delivering and showing its benefits for more people.
People see deep unfairness in how they see big companies behaving
In focus groups we heard strong concerns about the system being rigged by the rich and powerful. Many are currently angry about the polluting behaviours of big companies.
“...I think a lot of the responsibility should be put back onto those who are responsible for most of the waste. A lot of that happens to be big companies… we get penalised for it more when they should really be held accountable and they should have regulations in place…”
Progressive Activist, Brighton
“...I do think if anything comes from the government, I always have to take it as lightly because I think so many of those types of people have either invested in big oil companies or big corporations. They have opposing interests… So more profits for things that go against climate change often line their pockets as well.”
Incrementalist Left, Basingstoke
People question the behaviour of energy companies and support a tax on extraordinary profits of oil and gas companies
In focus groups we heard concerns about shady practices, false claims and hidden agendas of energy companies, who people also associate with large and unfair profits.
“You see these energy companies now making so much money, billions of pounds… And we are paying… And I think to myself, well somebody's getting paid at the top to do that…”
Dissenting Disruptor, Merthyr Tydfil
“Yeah, it's all about money. Haven't some of them [energy companies]... the ones that have said they'd go green,… dumped [the ‘green’ actions/plans] because they're not making enough money from it anyway… So it shows it was all about money in the first place.”
Traditional Conservative, Norfolk
“...I think that the profit is over and above what they should be earning. So the electric companies, the profits, the massive amounts they're getting and the electricity cost are going up and I think that that should be more fairly distributed amongst the users.”
Rooted Patriot, Anglesey
Our surveys revealed support for governments standing up to big companies. A majority associate ‘taking on businesses that pollute the environment, even if others say it might discourage businesses from investing in the UK’ with strong leadership. And only 17% think ‘taxing extraordinary profits of oil and gas companies’ ‘goes too far’.
More people want to feel they’re benefitting from the transition to clean energy
While most people are generally positive about the transition to clean energy, many feel they cannot afford to change how they power their own home. This can evoke feelings of envy, or of being left behind. People who feel they’ve benefitted personally from clean energy are generally powerful advocates for a wider roll-out.
“...when you see wind farms as well, it's like yeah, great that they're there, but actually how is that benefiting us? What difference is it making to us? My fuel prices just keep going up and up and up.”
Sceptical Scroller, Leeds
“...So people will kind of adopt the position that they care about the climate, care about the planet, when really all the main benefit for them adopting these things is financial. The incentives need to be there for people…”
Progressive Activist, Swansea
“For me personally, I think anything that would support spending less for individuals it is worth investing in particularly obviously with the wind farms, like you said, they generate energy and if there's a way it can be subsidised for individuals, it'll go a long way to help...”
Dissenting Disruptor, Aberdeen North
Strategic implications
Don’t conflate concern over the cost of tackling climate change with a lack of concern about climate change
People feel overwhelmed by the present, uncertain about the future and mistrustful of those in power. Almost everyone worries about their bills and the cost of living. In this context, it’s inevitable that climate policy is viewed through the lens of its affordability for society and individuals. Compared to other areas of policy-making, like health and education, climate policy is a fairly new concept, and it can feel quite abstract. This means it can attract more scrutiny than other areas of public spending.
But this does not mean people are giving up on tackling climate change, or that many believe there’s a financial benefit to doing so. When we assume huge numbers have cooled on tackling climate change, or that they don’t care, we misread the public mood and jeopardise our progress in building a public consensus that mandates political leadership.
Communication needs to respond to concerns around costs without reinforcing them
There is a delicate balance to be struck between responding to concerns around costs, and reinforcing them. Framing climate policy as an investment in a better future achieved this balance best in our research. Tell a clear, accurate story that helps people see that this investment helps create a more prosperous future for everyone.
Create opportunities for people who’ve personally benefited from clean energy to talk about that experience. But be careful of making more sweeping claims around cost savings and renewable energy – people struggle to believe them.
Respond to concerns about the role of businesses and don’t expect people who have less to pay more
The more people think they’re expected to make financial sacrifices individually while big businesses make money for what they see as unscrupulous behaviour, the more people will push back against net zero and related policies. Policy and communication should be designed with this firmly in mind.
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