Public perception of climate change is being clouded by widespread disinformation, according to a new report by the Conscious Advertising Network (CAN) and Dentsu.
Bringing together over 1,000 UK adults, the joint research finds that as many as 85% of Britons understand the topline impact on the economy, health, migration and food security but lack a concrete understanding of key climate terms.
Combined with a rising tide of disinformation, this can lead to a particular vulnerability to believing in inaccurate information, especially among older generations.
Alarmingly, CAN and the Japanese agency have found that more than 8 in 10 (82%) of the British public believes in at least one one of the pieces of disinformation presented in the survey, with the average person believing in 2.4 of the seven pieces of information.
“This research shows that misconceptions about climate change are widespread, and the advertising and media industries must recognize their role in either perpetuating or addressing these misconceptions,” Conscious Advertising Network co-founder, Jake Dubbins said.
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“Businesses need to recognise that association with climate disinformation not only undermines their credibility and reputation but also jeopardises their long-term viability in a world increasingly focused on sustainability.
This overall lack of trust over the subject can also impact brands, with close to half (45%) of all UK consumers saying that they would stop supporting a brand associated with climate disinformation, while only 9% fully trust brands in how they portray their climate commitments.
The widespread nature of disinformation and the narratives behind them pose a serious risk for British business, with the report highlighting the urgent need for targeted interventions which counter disinformation and spotlight accurate truths to those who are susceptible.
Dentsu head of sustainability for the UK and EMEA, Pamela Stathaki added: “This survey shows us that there’s clearly a disconnect between the understanding of the global and personal impact of climate change and we’re hoping our work here can contribute to a greater sense of corporate responsibility.
“Therefore, when it comes to climate crisis communication – there is a need to create a responsible, evidence-informed dialogue which resonates with people.”
