Mind the gaps: how experience data can help fight climate change
- A study of more than 11,000 people in 28 countries by the World Economic Forum, Qualtrics and SAP suggests we are far from reaching a consensus about who is responsible for taking action on climate change and who is trusted to do so
- Results suggest 81% of people say businesses are primarily responsible for taking action on climate change, for example, yet only 28% trust businesses’ claims about sustainable practices.
- Analysing experience data is crucial to know what solutions will drive impact on climate change.
A study of more than 11,000 people in 28 countries by the World Economic Forum in collaboration with Qualtrics and SAP suggests that global citizens are on the same page about the cause of climate change. In the study, 78% agree that climate change is human-caused and 87% believe it is extremely important for countries to work together to address the problem.
The research also indicates that we’re far from reaching a consensus about who is responsible for taking action and who is trusted to do so. In other words, the difficulty of agreeing on how to work together and what to focus on has proven to be a stumbling block in the way of progress.
A significant number of people feel there’s nothing they can do individually to solve the climate crisis and instead are looking to businesses and governments to lead the way. Yet, while 81% say businesses are primarily responsible for taking action, only 28% trust businesses’ claims about sustainable practices.
Understanding people’s experiences is crucial to knowing what solutions will drive impact. Experience data – data that reveals how people are thinking, feeling and behaving – can help governments and businesses understand what motivates people to support climate efforts and make sustainable changes of their own in order to restore and sustain the healthy planet we all want to live o