1. Sustainability Sentiments Spur Action & Anxiety

Globally, 56% of people think about climate change on a daily or weekly basis, and 53% say they’re more worried about climate change this year than they were in 2023 (UNDP, 2024). For some, climate awareness is morphing into climate anxiety, while others treat it as an impetus to push for widespread change.

2. Climate-Conscious Careers

Globally, 24% of people have considered switching roles to work for a more climate-aware company (Deloitte, 2023). As workers craft their careers around sustainability, it could accelerate the growth of green skills. Across both office jobs and trade careers, demand is increasing for know-how like managing climate-smart businesses and renewable energy best practices.

3. Supporting Youth Sustainability Outlooks

In the US, middle and high school students are most likely to say that climate change makes them feel sad (32%), uneasy (30%) and helpless (28%) (Boston Museum of Science, 2024). Consequently, institutions and brands are reconsidering how to discuss sustainability to educate rather than scare young people. Cue everything from scientifically informed cartoons to climate-conscious remakes of popular toys and board games.

4. Lowering Emissions at Home

As climate change influences desired home amenities (see Product Design: Solutions for the New Climate Era), many people are pursuing home upgrades that are both sustainable and affordable. This means rethinking air conditioner reliance, prioritising solar panels and choosing electric appliances (which can be powered by renewable energy).

5. Green Shopping Habits

Although 50% of global consumers name sustainability as their top purchase consideration, they are unable to determine a product’s climate impact 75% of the time (Bain, 2023). This knowledge gap is fragmenting climate-conscious purchasing behaviours. Some people look for certifications, while others are choosing second-hand products or altering their consumption patterns.

6. Eco-Aware Investors

Sustainability-minded consumers increasingly consider banks’ climate credentials – specifically whether a bank invests in fossil fuel companies – when deciding where to put their money. This demonstrates an expansion of the eco-investments made by the ultra-wealthy, as discussed in 10 Luxury Trends to Watch.

7. The New Climate Activists

Climate activism may be seen as youth-dominated, but only four percentage points separate the global share of Gen Zers (72%) from boomers (68%) who express concern about the climate crisis (Bain, 2023). Increasingly, climate activists are putting their age at the forefront of campaigns, illustrating how sustainability benefits old and young alike.

8. Uplifting Messages Inspire Individual Action

Only 27% of Americans believe that individual actions can significantly alleviate climate change, compared with 52% who think businesses can make a tangible difference (Pew, 2023). Yet research suggests that brands can inspire consumers to adopt sustainable behaviours with future-orientated messaging that underlines how current actions may affect future generations.

9. Creative Urban Climate Infrastructure

As discussed in Consumer Attitudes: Solutions for the New Climate Era, extreme weather could diminish the liveability of once-desirable areas. To safeguard their communities, cities are implementing sustainability initiatives that aim to alleviate the impact of intense heat, storms and wildfires by leveraging underused resources, like waste heat and hidden planting areas.

10. Greener Celebrations

Around the world, consumers are reassessing how cultural festivities and milestone celebrations can impact – and are impacted by – climate change. From prioritising local venues to avoiding excessive consumption, people globally are adjusting their behaviours in big and small ways to improve the eco-impact of special moments.