According to the survey, 64 per cent of respondents say they worry about climate change and 45 per cent say they feel personally affected. Among young adults aged 18-24, the worry is even higher at 67 per cent in this category.

While consumer concern about climate change and inequality remains high, a new global survey shows that financial constraints and lack of clarity are holding back meaningful action – raising urgent questions for business and government alike.

The worldwide study conducted by Ingka Group (which owns and operates most of the IKEA retail business) in partnership with GlobeScan surveyed 30,701 adults across 30 countries between March and April 2025. The findings, released under the banner “People & Planet Consumer Insights & Trends 2025”, offer a snapshot of how people feel about climate change, inequality, and sustainability – and what they believe business and government should do.

The findings flag a core issue: although “over eight in ten people are taking some climate action,” many feel unable to do more because of high costs and uncertainty about whether their efforts will make a difference.

Concern is High – but Action is Constrained

According to the survey, 64 per cent of respondents say they worry about climate change and 45 per cent say they feel personally affected. Among young adults aged 18-24, the worry is even higher at 67 per cent in this category. On the inequality front, 61 per cent of respondents said they worry about social inequality, and 69 per cent are taking some action to address it.

When it comes to climate-related behaviour, the report shows that 83 per cent of people say they are taking some climate action, and 81 per cent say they would be willing to do more. And among younger respondents (under 30), 36 per cent say they take climate action “most or all of the time”.

Yet these high engagement rates do not translate into deeper impact. The key barriers: cost and uncertainty. 41 per cent of respondents say that high price prevents them from doing more. Paradoxically, saving money comes out as the top motivator (54 per cent) for taking climate action. Meanwhile, 44 per cent say they don’t know which actions will have the most impact.

Business and Government Seen as Critical

Consumers are looking beyond themselves. The survey finds that at least six in ten people expect both government and business sectors to play “significant” roles in reducing climate change and tackling inequality. On the corporate side, 82 per cent agree that companies need to pay living wages, and 70 per cent demand better communications from businesses about the environmental and social impact of their products and services.

The Ingka/GlobeScan report frames this expectation in a prescriptive sense: companies can engage consumers more effectively by offering affordable, easy-to-understand solutions; sign-posting the most impactful actions; communicating both rational and emotional benefits; and collaborating for systemic change.

Implications: Why the Gap Matters

The significance of the disconnect between willingness and action cannot be understated. A related report from the United Nations Educational, Scientific and Cultural Organization (UNESCO) estimates 239 million people could be living in extreme poverty by 2050 and some 2.5 billion severely impacted by climate changes. It also highlights how climate‐driven displacement is growing: around 80 million displaced people currently live in areas exposed to climate hazards, with 65 per cent of that group also confronting conflict‐related risks.

These are warnings that unless it becomes easier and more accessible for individuals and communities to participate meaningfully in climate action, the gap between intention and result may widen – with serious social, economic and environmental fallout.

What Needs to Change

The survey’s findings point to three major areas where intervention could accelerate climate and social action:

Reduce cost barriers – If nearly half the population says cost is a deterrent, then public subsidies, lower-cost sustainable alternatives, or business models that align financial savings with climate action (e.g., energy efficiency, circular consumption) must be scaled up.

Clarify impact and priorities – With 44 per cent uncertain about which actions will matter most, there is a strong need for better guidance. Simple, credible frameworks – communicated by governments, NGOs and businesses – could help. For example, more visibility around circular design, plant-rich diets (only 15 per cent report eating vegetarian/vegan “most or all of the time” despite its identified high impact).

Business and government step-up – People expect systemic change, not just individual behaviour shifts. The survey emphasises that companies must do more: communicate clearer, support sustainable living, make responsible choices visible, and partner for the longer term. Meanwhile governments should deliver the enabling policy frameworks, affordability support, and public infrastructure needed.

A Moment of Opportunity – and Risk

The fact that strong consumer concern co-exists with meaningful but partial action is both hopeful and cautionary. On one hand, the foundational willingness is there: high levels of worry, engagement and readiness to act. On the other, the structural impediments – cost, uncertainty, and weak institutional support – are real and growing. If left unaddressed, the gulf between intention and deep action may widen, undermining global sustainability goals.

As the Ingka-GlobeScan research summary puts it: “People care. They want to act. But no one can do it alone.” The message is clear – going it alone is not enough. Sustainable living must become easier, clearer and more embedded in how businesses operate and how communities are supported.

For policymakers, corporate leaders, and civil-society organisations alike, the findings offer both a blunt reminder and a strategic roadmap. Provide the right conditions – financially and informationally – and individuals are ready to play their part. Ignore the barriers – or worst, misread the signals – and the climate action imperative may drift further out of reach.