Why people do (not) embrace green and eco?

Between January and early November 2023, the US has been hit by 25 confirmed weather and climate disasters in which the loss per event surpasses USD 1 billion. The list includes 19 severe storm events, two flooding events, a drought event, a tropical cyclone event, a wildfire event and a winter storm event.

To put this into context, the 1980–2022 annual average was 8.1 such events. The 2018-2022 annual average was 18.

According to data by the National Oceanic and Atmospheric Administration, the total cost of weather and climate disasters in the US since 1980 exceeds USD 2.645 trillion.

European data for 2023 is not yet available but we know that weather- and climate-related extremes led to economic losses of assets in EU Member States of EUR 59.4 billion in 2021 and EUR 52.3 billion in 2022. Between 1980 and 2022, the EU total losses stood at some EUR 650 billion.

According to the Intergovernmental Panel on Climate Change’s (IPPC) synthesis report from March 2023, the risks, losses and damages from climate change will be increasing with every increment of global warming. The interaction between climatic and non-climatic risks will be creating even more complex and difficult to manage risks.

These are just a few aspects of the big picture and the urgency is here. We tend to place the greatest responsibility with governments (and rightly so), but at the same time, we underestimate the impact regular people can have when we have enough of them caring.

Building a green- or eco-minded society can accomplish more than many policies on paper.

Earlier in 2023, a survey of 200 people in America across various states and income levels showed that 78.72% of the respondents are willing to switch to an eco-friendly electricity provider. According to CyberGhost, nearly 40% have reduced their meat consumption to cut their carbon footprint.

The survey also shows that younger people are more aware of their environmental impact compared to older age groups. Specifically, about 71% of those aged 18 to 24 are aware, followed by 65% in the 25 to 34 group, and 56% in the 35 to 44 group.

While the above findings focus on America, the age-defined environmental awareness is something we see in many other geographies and there is one simple explanation. People who expect to be alive in 40-50-60 years would be more concerned about the long-term impact of their purchases and consumption.

Young people also accept change easier which can explain to a wide extent their readiness to choose an eco-friendly or green lifestyle. Compare this to the readiness of a coal miner with 15 to 25 years on the job or somebody who has been in love with the rev of a petrol engine since the 70s.

Information should be key to forming our views and motivating our lifestyle. But the same is true about disinformation. A panel discussion was held in October at the UN Headquarters with a focus on the denial, distortion and falsehoods about scientific facts that are flooding the internet and media. The subject speaks for itself: Tackling climate mis/disinformation: ‘An urgent frontier for action’.

Do we solve the renewable energy acceptance, waste reduction, water conservation and pollution challenges with information only? Obviously not. We need education, dialogue, fair policies and truly green options. Some countries have a lot of experience in this area while other, where people struggle with the basics of life, may never build a truly green-minded society.

As we navigate the challenges posed by climate change, it becomes evident that the urgency for collective action is paramount. The alarming frequency and escalating costs of weather and climate disasters, coupled with the economic losses, underscore the need for proactive measures. The growing environmental awareness, especially among younger generations, signals a potential shift towards sustainable lifestyles. However, addressing the complex issues we are facing requires a multifaceted approach.

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