Brits proud of clean energy and looking for strong leadership on climate and nature, our new study reveals
A landmark study of more than 7,000 people across England, Scotland, and Wales¹ reveals that Britons across the political spectrum feel positive and proud about the country’s efforts to protect the environment and transition to clean energy.²
The report, Britain Talks Climate & Nature, produced by Climate Outreach and More in Common, finds people who intend to vote Conservative and Reform are proud of the UK’s work to protect and restore natural places in the UK, and are comfortable with seeing wind turbines in the countryside.³
In the most up-to-date and far-reaching exploration of what people think and feel about climate change and nature, the report shows Britain as a nation of nature lovers.⁴ It finds a deep concern about climate change, its impact on future generations, and broad support for new energy solutions. Key findings include:
- Climate concern is a unifier in time of polarisation: 74% of Brits believe climate change is important. Only 4% say they are not worried because they don’t believe it’s real.
- Nature matters deeply to people: Four in five (81%) agree that “being in nature makes me very happy.” Almost all Britons express pride in environmental efforts such as tree planting, national park protection, and recycling.⁵
- Strong support for solar energy: 89% of people are comfortable with rooftop solar panels, viewing them as common-sense policies that can lower bills and address climate change.
- Scotland signals a shift on clean energy pride: In Scotland, more people take pride in the offshore wind industry than in the North Sea oil and gas industry.⁶
- Desire for strong leadership: Over half of Brits desire strong and ambitious leadership on climate and nature.⁷ 86% of Brits think it’s important that climate action should also protect nature and wildlife, and 71% emphasise safeguarding young people’s futures.
Despite these findings, the report also highlights a growing distrust in British politics and institutions. People are disillusioned about the present and fearful for the future, with half of those surveyed worried that their children’s prospects are worse than their parents’ were.⁸ In this context, many people are yet to be convinced that net zero represents a positive path forward.⁹
The survey does find, however, that people are twice as likely to favour an ambitious approach to climate action over a restrained one.¹⁰ But the cost of living is a very real concern, and people want to see climate policies that lower their energy bills, with 74% of Brits believing climate policies will cost them money, rather than help them save it.
The report underlines the importance of clear and considered communication when talking to people about climate and nature. It emphasises the need to explain the tangible benefits of climate policies to people’s day to day lives and showcase the positive progress already being made in towns, cities and neighbourhoods.¹¹
Rachael Orr, CEO of Climate Outreach, said: “There is a quiet sense of pride across the country that we are building the clean industries of the future. Many people feel genuine excitement about climate policy when it’s seen as an investment in something tangible which benefits their homes, communities and our natural world.
At the same time, there remains a deep disillusionment in politics and politicians. People struggle to believe that policies will lead to real progress or genuinely improve their lives, and many worry they’ll be left to shoulder the financial burden.
Despite this, people continue to show up for the planet—recycling, cutting waste, walking or cycling, picking litter, and supporting clean energy. We urgently need to talk more about the real impact of these everyday actions and continually highlight the progress already being made to address climate change—from cutting emissions to expanding renewables. Most of all, we have to show how tackling climate change can strengthen our communities, improve our daily lives, and secure a better future for everyone.”
Luke Tryl, Executive Director of More in Common said: “At a time when so many people are unhappy with the direction of Britain and have lost confidence in politicians ability to deliver change, Britons’ pride and love for the environment and nature stands out as a bright spot.
Britain’s consensus on the need to tackle climate change is uniquely resilient, but it is threatened by the growing general sense of disillusionment that the public feels. If the climate consensus is to be maintained, politicians, industry leaders and campaigners need to do a better job of explaining to the public what has already been done, what more needs still to be done, what people themselves can do and how it will be done fairly. The toolkit provides practical advice for those looking to make the case for these policies and helps them to navigate the increasing pessimism of public opinion”.
View the full insights report and communications toolkit now
Join us for the launch webinar on 11 September 1100-1215 BST.
Media contact: Emma Peet, Content and Communications Manager at Climate Outreach. Email: media@climateoutreach.org or +44 (0)330 1330058.
Notes to editors
Climate Outreach
Climate Outreach works with people and organisations to help create new climate stories. Every year, we work with hundreds of partners – from charities to governments to business – to help them navigate difficult climate conversations and unlock more ambitious climate action.
Social media: @ClimateOutreach; LinkedIn; Facebook; X
Hashtag: #BritainTalksClimate
More in Common
More in Common is a research agency and think tank which seeks to better understand the public’s shared starting points on divisive issues, helping leaders, businesses and campaigners navigate an increasingly polarised public. Through extensive public opinion research we seek to understand the views of those who are less often heard in political debates, and provide practical ways through complex challenges that bring people together rather than driving them apart.
Research references
- Britain Talks Climate & Nature is an update of the influential Britain Talks Climate research initially conducted in 2020 by Climate Outreach, More in Common, European Climate Foundation & YouGov. The 2025 research, funded by European Climate Foundation, involved a 2,030 person, nationally representative survey, and a 5,733 person, nationally representative survey which included a 1,011 person sample in Scotland and a 1,032 person sample in Wales, as well as seven focus groups with the seven British segments. Northern Ireland has not been included in this update because it was not part of the original study.
- People are much more proud than not of actions like planting trees around the country (selected a score of 79.3 on a 100-point scale slider, where 0 means not proud, and 100 means very proud), conserving land and nature through national charities (selected a score of 76.2 on a 100-point scale slider), and building new wind farms (selected a score of 67.4 on a 100-point scale slider).
- People who intend to vote Conservative and Reform are more proud of our work to protect national parks (people who intend to vote Conservative selected a score of 82.03 on a 100-point scale slider, people who intend to vote Reform selected a score of 79.72, where 0 means not proud, and 100 means very proud), and to plant trees around the country (people who intend to vote Conservative selected a score of 79.84 on a 100-point scale slider, people who intend to vote Reform selected a score of 78.89) than other pro-environmental actions we presented. 74% of those intending to vote Conservative like or don’t mind seeing wind turbines in the countryside. 74% of those intending to vote Reform like or don’t mind seeing wind turbines in the countryside.
- We asked people which climate change impacts they are most worried about over the next 10 years. The highest by some margin is ‘harm to nature and wildlife’ with 41% selecting this as one of their top three worries. This is the case for most segments. The vast majority feel strongly or somewhat appreciative and respectful of nature. 81% strongly or somewhat agree that ‘Being in nature makes me very happy.’ The proportion of people who say they ‘always treat nature with respect’ is high across segments, ages and income levels.
- People are much more proud than not of actions like planting trees around the country (selected a score of 79.3 on a 100-point scale slider, where 0 means not proud, and 100 means very proud), protecting national parks like the Lake District and New Forest (selected a score of 78.7 on a 100-point scale slider), and stopping littering and making it easier for people to recycle (selected a score of 77.7 on a 100-point scale slider).
- 63% of Scots say the offshore wind industry makes them proud to be Scottish compared to 5% who say it makes them feel ashamed. Meanwhile the North Sea oil and gas industry makes 54% proud and 9% ashamed.
- 68% of Brits think we should be ambitious in our response to climate change. 56% think ‘committing to and delivering on ambitious climate policies, even if people say they won’t be possible’ is a sign of a strong leader.
- 55% of Brits say they feel ‘worried’ when they think about the world that young people and future generations will live in, 52% say they feel ‘uncertain’.
- Almost three times as many people think net zero is good (48%) than bad (17%) for the UK, but the proportion of people who think net zero is good for the UK has gone down over the last year. In 2024, 62% thought net zero was good for the UK, and 10% thought it was bad.
- 68% of Brits think we should be ambitious in our response to climate change, compared to 32% who think we should be restrained in our response to climate change.
- People across the board are with us when our communication is clear and inviting. They respond enthusiastically to policies when they’re translated and brought to life. We see huge increases in support for action when we explain why it matters and what it means for people’s lives. 50% support ‘their council setting a target to reach net zero emissions by 2045’, this increases to 64% support when phrased as ‘their council setting a target to reach net zero emissions by 2045 by providing a cleaner and more reliable energy supply, improving public transport, and creating new jobs’. In a separate survey question, 78% of Brits felt positively towards the following message; ‘local climate policy that benefits people’s health and happiness, makes their area safer to live in, and protects local nature, while also working towards a sustainable future for our children and next generations
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