Closing the Climate Credibility Gap.

A new report from Ipsos, People and Climate Change 2026, reveals a defining paradox in global climate sentiment: concern remains high, but personal urgency is declining as responsibility shifts toward institutions. While 61% of respondents still believe failing to act on climate change betrays future generations, this sentiment has declined across all tracked countries since 2021, signaling growing psychological fatigue rather than disengagement . 

This is reinforced by a broader responsibility reallocation, where majorities in 28 of 31 countries still believe individuals should act, yet increasingly expect governments and businesses to lead amid perceived inaction. A credibility gap underpins this shift with only 27% believing their country is a global climate leader, while 59% say more national action is needed. At the same time, climate concern is being crowded out by more immediate pressures, despite ranking as the top long-term global risk, climate change sits only 11th in day-to-day concerns, behind inflation, crime, and unemployment. The result is a growing disconnect between long-term awareness and short-term prioritization, compounded by the fact that only 32% believe public institutions are prepared for future climate impacts

The report also highlights the emergence of a pragmatic, trade-off-driven mindset shaping the energy transition. Public attitudes are increasingly defined by the energy trilemma, balancing affordability, security, and sustainability, and they’re acutely aware that these priorities don’t always align. Key signals from the report include:

• 74% are concerned about rising energy costs, making affordability the dominant lens for climate policy evaluation
• 50% support prioritizing low energy prices even if emissions increase, reflecting conditional support for climate action
• 63% worry about reliance on foreign energy, and 55% are willing to pay more for energy independence
• Only 46% feel confident their region can meet future electricity demand, with 39% fearing blackouts

Rather than weakening support for the transition, these pressures are reshaping it. Climate action is increasingly justified through energy security and cost stability, not just environmental necessity. 

Parallel to this, consumer behavior presents a notable countertrend. Despite macroeconomic strain, values-based consumption is holding and even strengthening. The Conscious Consumer Index rose from 38% to 40%, with:

• ~50% of North Americans switching products for ethical reasons
• 40% engaging in boycotts or buycotts
• 71% of consumers more motivated by sustainability claims framed in immediate personal benefit rather than abstract environmental outcomes

However, a trust deficit threatens progress, while 62% of respondents want to hear about corporate sustainability efforts, 75% do not trust what companies say, underscoring a widening credibility gap between intent and perception.

Within organizations, ESG itself hasn’t lost relevance, it’s just getting quieter. Only 21% of executives say they prefer to speak out on ESG issues, and 80% expect communications to become more cautious. But beneath that, commitment is deepening. 81% of leaders say ESG helps attract and retain talent, and 60% believe poor ESG performance now carries real business risk. In other words, ESG is moving from the spotlight into the operating model. Still, there’s a balancing act. Staying silent may reduce backlash, but it can also be interpreted as inaction. Across sectors – from mobility, where EV adoption remains constrained by cost, to energy systems under strain – the common thread is clear: climate progress isn’t about awareness anymore, it’s about delivering meaningful action in a world defined by competing pressures.

Invert Insights.

💡 Individual responsibility is giving way to expectations of system leadership. People aren’t walking away from climate action, they’re redefining who should drive it. As belief in individual impact declines and expectations for government and business rise, companies can’t rely on consumer behavior alone to carry progress. The bar is now about demonstrating tangible, system-level leadership. Those that don’t step forward risk being seen as passive, even if their intentions are strong.

💡 Climate action needs to connect to economic reality to maintain support. Affordability and energy security are no longer side considerations, they’re central to how people evaluate climate policies. With half of respondents willing to prioritize lower costs over emissions reductions, the framing of climate solutions matters more than ever. The most effective strategies will be those that clearly link decarbonization to cost savings, resilience, and independence, meeting people where their priorities are today.

💡The real challenge isn’t awareness, it’s credibility. Consumers are paying attention, but they’re skeptical. The gap between interest in sustainability and trust in corporate messaging is now one of the biggest barriers to progress. At the same time, ESG is becoming more embedded internally, creating a disconnect between what companies are doing and what people believe. Closing that gap requires more than better storytelling, it requires clear, consistent proof of impact communicated in ways that feel real and relevant.