8 in 10 are willing to do more for the climate, but systemic hurdles block most from acting

Research from Ingka Group, the largest IKEA retailer, and independent insights consultancy GlobeScan, finds that while most people want to live more sustainably, many feel unable to do so because of three main challenges: lack of support from government and business, uncertainty about which actions have the most impact, and cost.

Based on responses from more than 30,000 people across 30 countries, the People and Planet Consumer Insights and Trends 2025 study highlights a striking gap between intention and action: 81% of people say they are willing to do more to tackle climate change, but only 40% report taking substantial action today.

This gap – between what people want to do and what they feel able to do – underscores how systemic, informational, and affordability barriers are preventing progress on sustainable living.

Key Findings

• Lack of systemic support is the top barrier: 46% say insufficient support from government and 39% say not enough support from business prevents them from taking more climate action.¹
• Uncertainty about impact: 44% say not knowing which actions have the most impact stops them from doing more.²
• Affordability remains a major barrier: 41% say cost prevents them from taking further action.³
• Willingness remains strong: 81% say they are willing to do more to reduce climate change.⁴
• Concern is highest among young adults and families: Concern peaks among 18–24s (67%) and those living with children (68%).⁵

Beyond Intent: Understanding Behaviour

The research highlights the intention–action gap: people care and are willing to do more, but affordability, lack of clarity, and insufficient systemic support make it difficult to turn intention into impact. For behaviour change experts, the challenge is not just knowing what people say they want, but understanding why they act the way they do, and how barriers can be broken down to unlock more sustainable choices and habits.

“This research gives us a window into how people are thinking and acting today – and that’s an important starting point. But real change requires us to go deeper: to understand not just what people do, but why and how we can support them in the process. Climate anxiety, for instance, can feel overwhelming, yet with the right support it can be transformed into a powerful driver of action. And while simple actions like recycling are important, the real challenge and opportunity lie in scaling them up to bigger lifestyle shifts – including circular behaviours such as care and repair, or even more sustainable transport use beyond the home. That’s where businesses and governments must step up – to remove barriers, create enablers, and make sustainable living the new normal,” adds Dr Patrick Elf, Associate Professor in Sustainable Business, Middlesex University.

A Global Research Perspective

GlobeScan’s findings show that these challenges are consistent across countries and cultures, pointing to a shared structural problem.

People around the world feel overwhelmed by the scale of today’s environmental and social challenges. Constant exposure to negative news has led many to disengage, not out of indifference, but as a way to cope. People feel discouraged by the lack of visible progress from governments and business – especially among younger generations. They doubt the impact that they can have as individuals to address climate change and they feel alone in their efforts.

People remain strongly motivated to take more action to help reduce climate change, driven by practical benefits like saving money (#1 motivator) and improving health (#3 motivator). Knowing the impact of their efforts is the second most powerful motivator, yet many are unsure which actions matter most and aren’t prioritizing those with the biggest impacts. Cost and limited systemic support still pose challenges, but the desire to do more is clear – and people want guidance and solutions that make sustainable choices affordable, impactful, and easy.

“The challenges we’ve uncovered cut across geographies, generations and cultures – they’re universal and structural. For business and government leaders, that’s a clear call to focus on enabling change at scale, rather than expecting individuals to carry the burden alone. Our study shows that people across the world need access to sustainable products and services that help them in their daily lives. They also need direction on what actions have most impact and to see leadership by example from governments and business,” says Caroline Holme, Executive Director, GlobeScan.