How Millennials feel About Climate Change


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How Millennials feel about climate change And what they want to do about it. Nidhi Chimnani Director, Research & Insights, MSLGROUP (and a Millennial) @nidhichimnani How Millennials feel about climate change And what we want to do about it. In October and November 2015, we engaged with a community of 270 Millennials to understand their views on climate change. 18-30 year olds 10+ countries 42% younger Millennials (18-25 year olds) 60% female at The circles indicate the number of responses from these countries. Canada – 25, United States – 35, Brazil 2 France 8, Germany 9, Poland 20, Denmark 24, UK 35, Sweden 3, Hungary 1, Netherlands 1 UAE - 4 China 41, India 51, Malaysia 12, Taiwan 1, Japan 2, Singapore 2 Australia 4 2 What emotion do Millennials feel when they think about climate change? This is a question for the audience 3 Powerless Hopeful Sad Frustrated Scared Millennials feel…. Worried Anxious Concerned Alarmed Fretful Sense of Angst Anguished Distressed Nervous Apprehensive Restless Confused Uncertain Millennials know things cannot continue as is – we must change. But is it possible? What will the future bring? Afraid Terrified Horrified SCARED Angry FRUSTRATED Disappointed Contemptuous Disgusted Sickened Dissatisfied Tired Annoyed Headache-y Shock Surprise Disbelief Millennials have raised their expectations. They want businesses to transform their processes and deliver real change. - Elena, 19, UK [I’m] shocked that the things most of us don't even think about can have such a huge impact half way round the world! UK - Lauren, 24, United States Businesses should be held responsible for the products they are making and what happens after the products are used (and how they are disposed). US - Sara, 24, Denmark It’s so easy to do something, so why on earth do politicians and companies have to make it so hard? Denmark Millennials are confronted by the scale of problem, and the complexity of engaging all actors. The result is a deep sense of pessimism. POWERLESS Helpless Resigned Paralyzed Defeated Desolate Sense of Urgency Desperation Panic Hopeless Despaired Millennials also insist on collaboration between these key actors – especially Business and Government. It’s no wonder that Millennials say Government, Society and Business are together most responsible for change. Millennials are slowly beginning to realize their habits are part of the problem too. Upset Depressed Devastated Heartbreak Ashamed Embarrassed Uncomfortable Disoriented Unpleasant Negative Terrible Guilty SAD  52 % 52% Millennials hold themselves co-responsible for implementing solutions. Winnie, 22, Taiwan I feel sad. I am an environmentalist, I want to slow down climate change personally. Taiwan A.Y., 30, Malaysia We need to save Earth for the next generations. We cannot live happily when seeing our own house are being burnt. Anxiety rises and people are sick both emotionally and in bodies. I do not want to feel sick anymore. Malaysia Shina, 25, China Everybody is responsible for climate change. We can do every little thing to change the situation and we have to! Companies can push people and I think we need leverage this to effect more people to take action. China Here’s how Millennials want businesses to address climate change. find out about greener and cleaner products recycle find out about sustainability initiatives get involved 100% MAKE IT EASIER FOR ME TO... operate (upgrade processes and the way you work) 100% innovate (give me greener products) invest (invest in clean solutions and startups) package products (use eco-friendly materials) donate (support more causes) CHANGE THE WAY YOU... Here’s how Millennials want businesses to address climate change. governments 100% better suppliers organizations  people like me charities religious organizations  other PARTNER WITH... Here’s how Millennials want businesses to address climate change. Some Millennials feel hopeful about climate change – they see it as an opportunity for global collaboration. Hope Act like one planet Opportunity Change Excited Positive Climate change is the greatest threat to civilized human culture and progress. On the other hand, it is the greatest potential for innovation, collaboration and the establishment of a real global community. Asger, 30, Denmark Denmark If you were President or Prime Minister of your country… We asked Millennials what they would do if we offered them some power. If you had $100 million to address climate change… Power Money Authority If Millennials had $100 million to address climate change, they would invest in… RENEWABLE ENERGY Solar & wind energy Solar infrastructure INNOVATION Research R&D Desalination FOOD SECURITY Sustainable farming Food supply Micro-farming REPAIR Re-forestation EDUCATION Awareness If Millennials were Head of State of their country, they would introduce… eco-mindset eco-system eco-nomy 1 2 3 3 Recommendations for Business This is a question for the audience 25 1. The fight against climate change should be everyone’s fight Make it relevant to everyone’s daily lives. If they know they can make a difference, they will. Inspire people to innovate new ideas and technologies. Individual actions – around aspects like clean energy, sustainable agriculture, R&D – will lead to a significant collective response. 2. The tipping point for Sustainable Business is now It’s time for transformation. With increasing pressure from Millennials, and in fact all stakeholders, businesses must find new ways to operate. A new era of performance with purpose. There is a ‘Race to the Top’ – this will be amplified by early actors and the UN climate change conference. 3. Businesses, Millennials are your best chance for change. We are acting anyway. With businesses, or on our own. We are stronger together. Millennials bring the passion, the vision, the creativity. Businesses bring stability, scale and structure. Both are crucial for success. 28 Thank you!