Climate Action

Awareness
Report
2022
Consumer attitudes
towards corporate
climate action
Content
3 Introduction: Climate action is essential to our daily choices

8 Part A: Consumers want to engage in climate action

10 Consumers care deeply about the climate
Climate action is prioritized in the purchase decision
11 Climate-friendly credentials are especially important for food, beverages, cosmetics, and toiletries
Consumers actively search for climate-friendly products
12 Consumers are willing to pay more for climate-friendly products
13 Consumers are ready to give up old consumption habits

14 Part B: Carbon neutrality is understood and expected from companies

16 Consumer interest in the concept of carbon neutrality is high
Climate-friendly labels support future purchase intention
17 Consumers believe many products can be carbon neutral

18 Part C: Climate-friendly labels and transparency play a key role for consumers
20 Climate-friendly labels are important for consumers
21 Climate-friendly labels show that companies are taking responsibility for climate action
22 One in four consumers trust climate-friendly labels, although many are still somewhat uncertain
The availability of climate-friendly products strengthens readiness for climate action

23 Part D: Consumers expect companies to act and communicate transparently

25 Responsibility, transparency, and impact
26 Companies need to be transparent and stand to their claims

27 Conclusion: Companies need to live up to consumers’ climate action expectations

29 About ClimatePartner: Your partner for climate action

Content · Climate Action Awareness Report 2022 · 2

INTRODUCTION

Climate action is
essential to our
daily choices

Introduction · Climate Action Awareness Report 2022 · 3

INTRODUCTION

Let’s start with the most important and reassuring finding:

Climate action is of high importance to consumers –
despite the many other challenges of recent times.
The survey shows that after a clear and transparent explanation, consumers and regulation initiatives. At the same time, public and private initiatives
­understand the concept of carbon emissions and offsetting, recognise and to drive climate action have increased. Players and solution providers in
­correctly interpret climate-friendly labels, and use them as guidance for this area have responded and are driving these dynamics by expanding
their purchase choices. This has clear consequences for companies, as their portfolios of climate action solutions, providing even more ways for
consumers place a great deal of responsibility and pressure on companies companies to take on responsibility.
to act accordingly. Moreover, they expect companies to be transparent and
communicate climate action clearly. Despite the high visibility, other issues arose in 2022 that require attention –
both from the public, industry, and the political sector. The war in Ukraine has
Although consumers clearly have high expectations of companies, they ­affected supply chains, disrupted economical processes, and will also have
themselves are also willing to do their part by changing and adapting effects on energy supply. The COVID-19 pandemic continues to have effects on
certain parts of their purchase behaviour. Nevertheless, there is also room society, the economy, and private consumption willingness. Last but not least,
for improvement, including the active search for climate-friendly products, worldwide inflation is causing consumers to reconsider their purchase choices.
giving up products of daily use (e.g. dairy products) to support the climate,
and an increased response in countries where climate change is not yet When evaluating responses about awareness for climate action for this report,
felt as strongly. these external aspects were considered. Yet, climate change and climate action
still have an important impact on people’s behaviour and expectations towards
Since 2021, when the first consumer study was conducted by companies. The call is therefore on companies to act and meet consumer
ClimatePartner in Germany, the world has changed a lot. There is more demands through impactful and transparent climate action initiatives.
discussion about carbon neutrality, the validity of climate action claims

Introduction · Climate Action Awareness Report 2022 · 4

INTRODUCTION

Key findings
1/2

75% 45% 38% 64%

stated that climate change is very prioritize products with strong climate actively search for climate-friendly would be willing to pay more for
important or a top priority. initiatives when shopping for food, products when shopping. products with a carbon neutral or
consumer goods, clothing, etc. climate-friendly label, if the price
difference is not too significant.

30% 45% 61% 60%

are willing to give up meat products believe food and beverages can be planned to purchase carbon neutral stated a carbon neutral or climate-
to support climate action. 41% are carbon neutral, and for 40% this also products in the future. once they friendly label is important when
willing to give up traveling by plane includes meat and dairy products. understood that a carbon neutral purchasing a product.
and 39% are willing to give up driving label confirms the offset of a product‘s
a petrol-using car. residual CO2 emissions with a certified
project in a developing country.

Introduction · Climate Action Awareness Report 2022 · 5

INTRODUCTION

Key findings
2/2

33% 48% 42% 26%

look for a climate-friendly label think the label shows that a company is state that the label is an important trust carbon neutral or climate-
on a product. taking responsibility for climate action. decision-making aid. friendly labels fully or mostly.

51% 80% 60%

say carbon neutral or climate-friendly consider it to be very important or a top see transparency and information about
products influence their purchasing priority for companies to take ­responsi­bility a company’s climate action as important
decisions. for climate action. when choosing sustainable products.

Introduction · Climate Action Awareness Report 2022 · 6

INTRODUCTION

Methodology
For this global survey, ClimatePartner commissioned the market research
institute Appinio on June 22, 2022 to interview consumers about their
perception and awareness of corporate climate action.

The statements in this report are based on the responses of 9,556 consumers
aged 14 and upwards. Respondents were distributed across 10 countries as
follows: the UK = 1,005, Italy (IT) = 1,003, the Netherlands (NL) = 1,004, France
(FR) = 1,005, Sweden (SE) = 1,012, the US = 1,010, Spain (ES) = 1,004, Germany
(DE) = 1,008, Austria (AT) = 755, and Switzerland (CH) = 750. Unless stated
otherwise, all findings and numbers show the average of all countries observed.
All country results have been aggregated in two different averages: INT is the
international average for all countries and DACH is the average for Germany,
Austria and Switzerland.

The report mostly uses a Likert scale of 1 to 5, where 1 is the weakest answer
(e.g. unlikely) and 5 is the strongest answer (e.g. very likely). The statements
of this report have been partially clustered to only show the two strongest
answers, referred to as the Top 2. When not clustered as Top 2, the two
strongest answers will be displayed separately (e.g. top priority and very
important, very likely and likely). Other survey methods used in this report are
questions with single and multiple selection options (e.g. Which of the following
would you be willing to give up to support climate action and help prevent
global warming?) and matrix questions (e.g. To what degree do you believe the
following products and services can be carbon neutral?).

Introduction · Climate Action Awareness Report 2022 · 7

PART A

Consumers want
to engage in
climate action

Part A · Climate Action Awareness Report 2022 · 8

PART A

Consumers clearly see the need for Key findings

climate action and are willing to act.
More than 40% prefer climate-friendly products and more than 30% actively
search for them when shopping. They are also partly willing to change their
habits and consumption behavior. Especially younger generations (Y and Z,
75% 64%
stated that climate change is very would be willing to pay more for
age groups 14–44) find that a higher price is justified for a certified climate- important or a top priority. products with a carbon neutral or
friendly product. climate-friendly label.

Given the willingness of consumers to change their behavior, labels can

serve as a great tool to guide and support them in making a climate-
friendlier choice. 45% 30%
prioritize products with strong climate are also willing to give up meat
initiatives when shopping for food, products to support climate action. 41%
consumer goods, clothing, etc. are willing to give up traveling by plane
and 39% are willing to give up driving
a petrol-using car.

38%
actively search for climate-friendly
products when shopping.

Part A · Climate Action Awareness Report 2022 · 9

Consumers care deeply about the climate Climate action is prioritised in the purchase decision

75% of consumers consider climate change to be very important or a top priority Almost half (45%) of respondents mostly or always prioritise products with
(Top 2). Among them, more than one third rate it as a top priority (37%). The strong climate initiatives, especially consumers in Spain and Italy (“mostly”
urgency for climate action is the highest in Spain and Italy, where 89% and and “always” account for 66% und 59% respectively).
88% respectively rate climate change as “very important” or “top priority”.

How important is climate change to you? Greenhouse gases and CO2 emissions are among the main
drivers of climate change. When shopping for food, consumer
75% goods, clothing, etc., do you prioritize products with strong
INT
37% climate initiatives?
DACH 73%
35%
72% INT 45%
UK
30% DACH 45%
IT 88%
UK 36%
56%
62% IT 59%
NL
18% NL 33%
FR 83% FR 43%
40%
SE 35%
SE 64%
23% US 40%

US 70% ES 66%
40%
DE 45%
ES 89%
53% AT 46%
74% CH 43%
DE
35%
73% 0% 10 20% 30% 40% 50% 60% 70%
AT
37%

CH 73% Top 2 ( always/mostly)

33%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Top 2 (very important/top priority) Top Priority

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part A · Climate Action Awareness Report 2022 · 10
Climate-friendly credentials are especially important Consumers actively search
for food, beverages, cosmetics, and toiletries for climate-friendly products

A comparison across product categories shows that consumers find climate- 38% of surveyed consumers actively search for climate-friendly products
friendly credentials especially important for the categories of food and (always or mostly) when shopping. Especially in Spain and Italy, consumers
beverages (47% rate these as very important or top priority) and cosmetics and seem to strongly favour climate-friendly products: In both countries more
toiletries (44% rate these as very important or top priority). In Germany and than half of respondents replied that they mostly or always search for
Austria, the food and beverages category is rated the highest of all surveyed these products.
countries with 65% and 59% respectively.

When you are shopping, how important is a product’s climate Do you actively search for products that are climate-friendly
friendliness when making a purchase decision on the following when shopping?
products or services?
Food & Beverages Cosmetics & Toiletries INT 38%
(Top 2: top priority/very important) (Top 2: top priority/very important)
DACH 34%

47% UK 31%
INT
44%
IT 55%
DACH 61%
54%
NL 27%
UK 39%
41% FR 41%
IT 48%
46% SE 30%

NL 32%
US 38%
27%

FR 39% ES 56%
43%
34% DE 35%
SE
32%
AT 33%
US 47%
40%
CH 31%
ES 58%
56% 0% 10% 20% 30% 40% 50% 60%
DE 65%
59% Top 2 (always/mostly)
AT 61%
54%

CH 55%
49%

0% 10% 20% 30% 40% 50% 60% 70%

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part A · Climate Action Awareness Report 2022 · 11
Consumers are willing to pay more for climate-friendly products

Approximately two thirds of consumers are willing to pay more for products with
a carbon neutral or climate-friendly label, especially if the price difference is Would you be willing to pay more for products with
not too big or if it concerns a specific product. Austrian consumers are the least a carbon neutral or climate-friendly label?
inclined to pay more, while the USA scores highest on “always”.
Always Depends on product/If price difference is not too big

Spain and Italy score highest across the top three options (“yes, but only if 7%
INT
the price difference is not too big” / “yes, but it depends on the product” / 64%
4%
“always, I believe the climate has top priority over price.). DACH
63%

UK 9%
Italy also has the most consumers who are willing to pay more, scoring 59%

lowest on “never” (5% vs. an average of 12%). IT 11%

71%

NL 5%
62%

FR 6%
66%

SE 6%
68%

US 13%
58%

ES 10%
72%

DE 5%
60%

AT 3%
63%

CH 4%
66%

0% 10% 20% 30% 40% 50% 60% 70% 80%

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part A · Climate Action Awareness Report 2022 · 12
Consumers are ready to abandon old consumption habits

Some consumers are willing to make changes or sacrifices to their behavior.

Over 40% of respondents are willing to give up traveling by plane for work or
Which of the following would you be willing to give up to
­vacation, and 39% are willing to give up driving a car (petrol-using) to support support climate action and help prevent global warming?
­climate action and help prevent global warming.
Airplane Petrol car Meat Meat products Dairy products

Modes of travel are easier than food for consumers to give up. More than a
quarter of all respondents are willing to give up meat products to support 41 % 44%
39% 44%
climate action. Giving up dairy products, however, seems more of a challenge: INT 28% SE 32%
Less than 20% are willing to give this up. 30% 33%
18% 17%

45% 38%
35% 38%
DACH 29% US 22%
Generations X, Y, and Z (age groups 14–54) are more inclined to make 32% 24%
sacrifices than the Baby Boomers (age 55+), except when it comes to meat 16% 23%

products and clothing. Especially generations Y (25–44) and Z (age 14–24) 35% 38%
39% 49%
are willing to give up driving or owning a petrol-using car. Women are more UK 29% ES 29%
30% 27%
inclined to give up meat or meat products than men: On average, one- 23% 17%
third of women are willing to give up meat or meat products, compared to
40% 48%
one-quarter of men. On the other hand, men are more inclined to give up 42% 35%
IT 30% DE 31%
driving or owning a car that uses petrol than women (41% vs 37%). 33% 32%
17% 18%

39% 47%
36% 35%
NL 30% AT 29%
33% 33%
19% 15%

45% 39%
36% 34%
FR 25% CH 27%
23% 30%
16% 14%

0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part A · Climate Action Awareness Report 2022 · 13
PART B

Carbon neutrality
is understood and
expected from
companies

Part B · Climate Action Awareness Report 2022 · 14

PART B

Climate action is important to consumers Key findings

but they need more insights
They want to know more about the concept of carbon neutrality. Once
they understand that a carbon neutral label confirms that the residual CO2
emissions of a product have been offset with a certified project in a developing
61% 45%
planned to purchase carbon neutral believe food and beverages can be
country, they are very likely to buy a carbon neutral product. Given their products in the future once they carbon neutral, and for 40% this also
knowledge level and expectations, they do understand that products of daily understood that a carbon neutral label includes meat and dairy products.
use can be carbon neutral. confirms the offset of residual CO2
emissions of a product with a certified
project in a developing country.

Part B · Climate Action Awareness Report 2022 · 15

Consumer interest in the concept of carbon neutrality is high Climate-friendly labels support future purchase intentions

There is room for improvement concerning the clarification of the meaning After people are provided information about what a carbon neutral label
behind carbon neutrality: 45% of respondents want to better understand the means, the likeliness of purchasing such a product is higher. The country
concept and are looking for more information (agree or fully agree). Especially comparison shows a similar trend in the importance of labels: Especially in
generations Y and Z are looking for more information. Spain and Italy, the likeliness of purchasing a climate-friendly product after
being informed about its meaning is high.

Do you want to better understand the concept of carbon A carbon neutral label confirms that the residual CO2 emissions
neutrality and are looking for more information? of a product have been offset with a certified project in a
developing country. With this information, how likely are you
INT 45% to purchase carbon neutral products in the future?
DACH 45%
UK 49% INT 61%
IT 50% DACH 58%
NL 29% UK 62%
FR 40% IT 76%
SE 33% NL 48%
US 51% FR 64%

ES 62% SE 49%

DE 50% US 58%

AT 45% ES 79%

CH 39% DE 62%
AT 57%
0% 10% 20% 30% 40% 50% 60% 70%
CH 55%

Top 2 (fully agree/agree) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Top 2 (very likely/likely)

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part B · Climate Action Awareness Report 2022 · 16
Consumers believe many products can be carbon neutral

More than 40% of respondents believe that products in the categories of food
and beverages, paper, clothing, cosmetics and toiletries, and meat and dairy
To what degree do you believe the following products
products can be carbon neutral. Interestingly, the percentage of consumers in To what degree do you believe the following products
and services
and services can
can be be carbon
carbon neutral? neutral?
the US and DACH region who believe products (across all categories) can be
carbon neutral is significantly higher than in other countries. Top 2: fully believe/believe
Top 2: fully believe/believe
Home care Services Events Tourism Fossil Fuels
Home care
products Services Events Tourism Fossil Fuels
products
39% 26%
To what degree do you believe the following products INT
37%
37% SE
31%
27%
To what degree do you believe the following products 36% 39% 25% 26%
and services
and services can
can be be carbon
carbon neutral? neutral? 34% 37% 22% 31%
INT 44%
37% SE 48%
27%
Top 2: fully believe/believe 41% 36% 44% 25%
Top 2: fully believe/believe DACH 38% 34% US 44% 22%
Food and Paper Clothing Cosmetics Meat and Dairy 39% 45%
33% 48%
Food and products
beverages Paper Clothing
and toiletries Cosmetics Meat and Dairy 44% 48%
beverages products and toiletries 43% 41% 39% 44%
43% 37%
45% 34% DACH
UK 43% 38% ES US 41% 44%
45% 32% 42% 39% 41% 45%
INT 42% SE 30% 37% 33% 41% 48%
41% 45% 26% 34%
40% 27%
45% 32% 41% 48%
INT 42% SE 30%
33% 43% 44% 39%
53% 52% IT 37% DE 44%
51% 41% 53% 26% 37% 43% 44% 37%
DACH 47% 40%US 50% 27% UK 38% 43% ES 40% 41%
45% 50% 42% 41%
46% 48% 26% 37% 39% 41%
53% 52% 26% 37%
46% 45% NL 23% AT 32%
51% 53% 22% 36%
DACH
50%
47% US
45%
50% 22%
41% 28%
48%
UK 47% ES 43%
47% 45% 43% 50% 33% 44%
41%
46% 45% 48% IT 35% 37% DE 43% 44%
36% 37% 41% 44%
44% 55% FR 36% 38% CH 37% 40%
48% 46% 55% 45% 33% 37%
IT 41% DE 52% 31% 30%
42% 50% 50% 45%
UK 39% 47% ES 51% 43% 26% 39%
0% 10% 20% 30% 40%
26%5%0 60% 0% 10% 20% 30% 40% 50% 60% 37%
47% 43%
34% 41% 53% 45% NL 23% AT 32%
32% 47% 22% 36%
NL 30% AT 44%
27% 43% 22% 28%
28% 44% 41% 55%
48% 55%
IT 39% 41% DE 51% 52% 35% 43%
40% 42% 49% 50% 36% 41%
FR 39%
40% 39% CH 45%
41% 51% Generations
FR Y and Z are more
36% convincedCHof products being able
37%to be
39% 43%
33% 37%
34% 53%
carbon neutral than Generation
31% X and Baby Boomers. 30%
0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60%
32% 47%
NL 30% AT 44% 0% 10% 20% 30% 40% 5%0 60% 0% 10% 20% 30% 40% 50% 60%
27% 43%
28% 41%

39% 51%
40% 49%
INT: International, 39% UK: United Kingdom,
FR DACH: Germany/Austria/Switzerland, CH IT: Italy, NL: Netherlands, FR: France,45%
SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part B · Climate Action Awareness Report 2022 · 17
40% 41%
39% 43%

0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60%
PART C

Climate-friendly
labels play a
key role for
consumers

Part C · Climate Action Awareness Report 2022 · 18

PART C

Consumers pay attention to labels Key findings

when shopping.
The majority of respondents stated that a climate-friendly or carbon neutral
label is important to them when purchasing a product. They rate them as
an important decision-making aid and consider labeling a clear sign that a
60% 33%
stated a carbon neutral label or look for a climate-friendly label
company takes responsibility for climate action. One in four consumers trust climate-friendly label is important on a product.
carbon neutral or climate-friendly labels fully or mostly. when purchasing a product.

Given the attention paid to labels and their effect on decision-making, a label
is a fantastic way for companies to show their commitment to climate action.
42% 49%
state that the label is an important think the label shows that a company is
decision-making aid. taking responsibility for climate action.

51% 26%
say carbon neutral or climate friendly trust carbon neutral or climate-
products influence their purchasing friendly labels.
decisions.

Part C · Climate Action Awareness Report 2022 · 19

Climate-friendly labels are important for consumers

Most consumers surveyed pay attention to labels: 60% of respondents find

a carbon neutral or climate-friendly label to be very important or of top When comparing age groups, an interesting trend can be confirmed:
priority when they shop. More than one third frequently or always search especially the younger generations (Y and Z) are more inclined to look for
for a climate-friendly label or product (33%). a climate-friendly label on a product.

A comparison across countries shows that Spain and Italy stand out (76% and
72% respectively) when it comes to paying attention to a label.

How important is a carbon neutral label or climate-friendly label How inclined are you to look for a climate-friendly label
when purchasing a product? on a product?

INT 60% INT 33%

DACH 60% DACH 32%
UK 58% UK 33%
IT 72% IT 42%
NL 45% NL 25%
FR 63% FR 23%
SE 44% SE 28%
US 60% US 38%
ES 76% ES 44%
DE 65% DE 36%
AT 56% AT 29%
CH 58% CH 30%

0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50%

Top 2 (top priority/very important) Top 2 (always/frequently)

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part C · Climate Action Awareness Report 2022 · 20
Climate-friendly labels show that companies
are taking responsibility for climate action

Almost half of respondents find that a label clearly shows that a company takes
responsibility for climate action (48% agree or fully agree). In addition, it assures To what extent do you agree with the following statements
them about their purchase (42% agree or fully agree). about carbon neutral or climate friendly labels?

label assures purchase Label shows companies taking responsibility

(Top 2: fully agree/agree) for climate action (Top 2: fully agree/agree)
A comparison among demographics shows that especially generations
Y and Z find that a label gives them assurance, as well as consumers in
INT 42%
Spain, Italy, and Germany. 49%
DACH 40%
49%
UK 45%
47%
IT 52%
54%
NL 25%
35%
FR 41%
44%
SE 33%
46%
US 46%
51%
ES 61%
63%
DE 47%
56%
AT 34%
43%
CH 37%
45%

0% 10% 20% 30% 40% 50% 60% 70%

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part C · Climate Action Awareness Report 2022 · 21
One in four consumers trust climate-friendly labels, The availability of climate-friendly products
although many are still somewhat uncertain strengthens readiness for climate action

26% of respondents confirmed to mostly or fully trust carbon neutral or climate- Climate-friendly products influence consumers’ purchasing decisions: For
friendly labels. Respondents in the USA and UK show the most trust. more than half of respondents, a carbon neutral or climate-friendly product
most likely or definitely influences their purchasing decision (51%).

64% of respondents confirm that they either “somewhat” or “fairly” trust

labels, whereas only 10% do not trust these labels at all. In particular, more
than two thirds of generations X, Y, and Z show trust in carbon neutral or
climate-friendly labels (fairly, mostly or fully). The 65+ age group shows
the least trust (23% do not trust labels).

How much do you trust carbon neutral or climate-friendly labels? Do carbon neutral or climate-friendly labels influence
your purchasing decision?
INT 26%
DACH 26% INT 51%

UK 30% DACH 47%

UK 54%
IT 26%
IT 60%
NL 23%
NL 40%
FR 20%
FR 55%
SE 21%
SE 39%
US 35%
US 56%
ES 28%
ES 65%
DE 29%
DE 52%
AT 22% AT 44%
CH 27% CH 45%

0% 10% 20% 30% 40% 0% 10% 20% 30% 40% 50% 60% 70%

Top 2 (fully trust/mostly trust) Top 2 (definitely/most likely)

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part C · Climate Action Awareness Report 2022 · 22
PART D

Consumers expect
companies to act
and communicate
transparently

Part D · Climate Action Awareness Report 2022 · 23

PART D

Consumers have high expectations of Key findings

companies: they expect them to act.
They believe that companies should take on responsibility to help protect the
climate. A transparent and trackable communication of companys’ climate
action measures is essential to customers. A label can be a valuable asset in
80% 60%
consider it to be very important or see transparency and information about
informing consumers about a product’s carbon footprint and the measures that a top priority for companies to take a company’s climate action as important
have been undertaken to reduce, avoid, and offset emissions. responsibility for climate action. when choosing sustainable products.

Part D · Climate Action Awareness Report 2022 · 24

Responsibility, transparency, and impact

Like the need for companies to be transparent and stand by their claims,
consumers clearly want companies to take responsibility for their emissions
How important is it for you that companies
and the impact on the climate and the environment.
take responsibility to help protect the climate?

Four out of five of all respondents find responsibility for climate action very
INT 80%
important, or even a top priority. A comparison across countries shows that
DACH 77%
especially in Spain (91%), Italy (90%), and France (87%), respondents find it
UK 80%
important that companies take responsibility. The Netherlands scores lowest,
IT 90%
with over two thirds of respondents agreeing on the importance of corporate
NL 72%
responsibility (72%).
FR 87%
SE 75%
US 76%
ES 91%
DE 78%
AT 78%
CH 74%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Top 2 (top priority/very important)

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part D · Climate Action Awareness Report 2022 · 25
Companies need to be transparent about climate action
and stand by their claims

The majority (60%) of respondents find it very important or of top priority

to have transparency and be able to track a company’s climate action or
If you do choose sustainable products, how important is it for you
environmental initiatives when choosing a sustainable product. 22% even stated
to have transparency and be able to track the company’s climate
it as a top priority. Spain and Italy value transparency and tracking the most.
action/environmental initiatives?
The need for transparency is especially visible among generations Y and Z.

INT 60%
22%

DACH 64%
24%

UK 58%
20%

IT 72%
32%

NL 46%
9%

FR 60%
20%

SE 40%
11%

US 60%
28%

ES 74%
27%

DE 65%
23%

AT 61%
25%

CH 63%
23%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Top 2 (top priority/very important) Top priority

INT: International, DACH: Germany/Austria/Switzerland, UK: United Kingdom, IT: Italy, NL: Netherlands, FR: France, SE: Sweden, US: USA, ES: Spain, DE: Germany, AT: Austria, CH: Switzerland Part D · Climate Action Awareness Report 2022 · 26
CONCLUSION

Companies need to
live up to consumers’
climate action
expectations

Conlusion · Climate Action Awareness Report 2022 · 27

CONCLUSION

Companies are facing increasing demand from

their customers for transparency around the
actual impact of their climate action measures.
Green claims in marketing and advertising are questioned and need to be challenging political discussions about climate action in general, improved
validated by concrete action and corresponding communication. guidelines – provided by authorities such as the Greenhouse Gas Protocol,
Science Based Targets initiative, and the Net Zero Alliance – are helpful for
In this context, it is key for companies to define and execute a holistic and companies. These guidelines can give companies confidence and assurance
transparent climate action strategy. A strategy should include a detailed and in their climate action strategy.
thorough measurement of a product’s emissions across its lifecycle – covering
scope 1, 2, and 3 emissions – followed by ambitious targets and reduction The results of this survey show that corporate climate action is increasingly
of emissions. Furthermore, investments in certified offset projects are to be becoming a term that stands for a clear strategy and measures that are
incorporated and transparently communicated. This comprehensive strategy traceable and support a company’s climate transformation. Despite many other
must be continuously repeated and accompanied by transparent information issues that impact our daily purchase decisions, consumers want to engage in
on benefits and progress, as well as challenges. climate action and do their part through their shopping decisions.
Companies should understand this readiness and act accordingly.
Climate action is a journey that requires short-term, mid-term, and long-term
strategies with tangible actions. Owing to increasing public demand and

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Conclusion · Climate Action Awareness Report 2022 · 28

ABOUT CLIMATE PARTNER

Your partner for

climate action

About ClimatePartner · Climate Action Awareness Report 2022 · 29

ABOUT CLIMATE PARTNER

ClimatePartner is a leading solution

provider for corporate climate action.
We combine individual consulting with cloud-based software that is unique on
the market. We help our customers calculate and reduce carbon emissions
and offset unabated emissions. This renders products and companies carbon
neutral, as confirmed by our label.

We offer carbon offset projects in different regions and with different technologies
and standards. The additional social benefits of the projects are particularly
important to us. Our efforts are geared towards the 17 Sustainable Development
Goals (SDGs) of the United Nations.

ClimatePartner was founded in Munich in 2006. Today, our more than 600
employees are spread across offices in Barcelona, Berlin, Boston, Essen,
Frankfurt, London, Milan, Munich (HQ), Paris, Stockholm, The Hague, Vienna,
and Zurich. We work with more than 5,000 companies in 60+ countries.

Explore how your organisation can take climate action. Connect with us.

About ClimatePartner · Climate Action Awareness Report 2022 · 30

Your partner for climate action
Barcelona | Berlin | Boston | Essen | Frankfurt | London | Milano | Munich | Paris | Stockholm | The Hague | Vienna | Zurich

Explore how your organization

can take climate action.
Connect with us.

Get updates and climate action insights.

Learn more.

ClimatePartner GmbH
St.-Martin-Str. 59 · 81669 Munich
Phone +49 89 1222875-0
[email protected]