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People and Planet Consumer Insights and Trends

Together with GlobeScan, we asked 30,000+ adults in 30 countries for their thoughts on climate, inequality, and unsustainable consumption – and how businesses and government can help. Here’s what we found.

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People care. They want to act. But no one can do it alone.

The latest edition of our People and Planet Consumer Insights and Trends research reveals that people still care deeply enough to act on climate change and inequality – but they need more knowledge and support to make a meaningful difference.

As well as data and insights, the 2025 summary report contains recommendations for companies to better engage on sustainable living and encourage action.

Because it’s only when we all do something, that we can start to change everything.

Mother and three children brush teeth in bathroom.

What did we find out?

In 2025, we learned that concern remains high regarding climate and inequality. While a large majority of people take some climate action, many are held back by cost, uncertainty about the impact of their efforts, and insufficient support from government and businesses. 

CLIMATE
Climate change is a concern for many.
64% worry about climate change and 45% feel personally impacted.
INEQUALITY
Many are taking action on inequality.
69% are taking some action to help address inequality – led by 18-24s and those living with children.
BUSINESS AND GOVERNMENT
People want companies to communicate their impact.
7 in 10 want better communications from companies on the environmental and social impacts of their products/services.
CLIMATE
The vast majority are taking climate action.
83% are taking some climate action and 81% are willing to do more.
BUSINESS AND GOVERNMENT
Government and businesses are expected to act.
At least 6 in 10 want significant action from government and business to reduce climate change and inequality.
CLIMATE
Saving money is the top climate action motivator.
54% say saving money would encourage them to take more climate action. At the same time, cost is a major barrier.
INEQUALITY
Widespread concern shows commitment to social issues.
61% worry about inequality and 45% actively learn about social issues.
BUSINESS AND GOVERNMENT
Conscious consumers like brands with a conscience.
82% support companies paying a living wage and 66% agree on supporting refugees.
CLIMATE
People’s actions could have more impact.
For 44%, not knowing what will have the most impact is a barrier to climate action.
CLIMATE
Plant-rich diets offer huge yet unrealised impact.
It’s one of the most impactful actions, but only 15% of people say they eat vegetarian/vegan food most or all of the time.  ​
CLIMATE
Under 30s are acting on climate change, their way.
36% of under 30s take climate action most or all of the time, with distinct behaviours around saving energy, circularity, and food.
INEQUALITY
Minority and marginalised groups feel it the most.
77% of LGBTQ+ and 74% of marginalised religious groups worry about inequality (61% global average).

What can companies do?

Our study shows five ways companies can better engage on sustainable living and encourage action.

  1. Provide solutions that help save money and support people and planet.
  2. Help people prioritise the most impactful and easiest actions.
  3. Signpost responsible choices and communicate co-benefits.
  4. Engage people emotionally and rationally through creative, science-based approaches.
  5. Drive systemic change through leadership, advocacy, and collaboration.

"Our partnership with GlobeScan has been key to deepening Ingka’s understanding of the millions of people we meet across the globe. It is both our responsibility and our opportunity to learn more about their hopes, dreams, and needs to make sustainable living the norm. GlobeScan’s strategic insights and collaborative approach have helped us integrate sustainability into our consumer-facing initiatives, keeping us ahead of evolving expectations."

Karen Pflug, Chief Sustainability Officer, Ingka Group

A black and white portrait of Karen Pflug smiling to the camera.

Want more people and planet insights?

Report archive

Download previous editions of the research.

About this research

People and Planet Consumer Insights and Trends is a biennial research collaboration initiated in 2017, between Ingka Group (IKEA) and the independent insights and advisory firm GlobeScan. Conducted between March and April 2025, the latest research explored how 30,701 adults in 30 countries view the wicked challenges of climate, inequality, and unsustainable consumption – and the potential role of government and businesses in helping to solve them. You can read more about the methodology and sample of the research in the summary report.

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