Brands urged to fight climate change misinformation

As climate change moves up the election agenda, the vast majority (85%) of Brits acknowledge its impact on the economy, health, migration and food security yet a lack of understanding of key climate terms is creating high levels of misinformation, particularly among older generations.

So says a new study by the Conscious Advertising Network (CAN) in partnership with Dentsu, which explores the extent of climate disinformation in the UK.

The survey sampled a range of 1,012 adults in the UK to gauge public perception of climate change, including testing climate disinformation myths, and understanding consumer expectations towards brands when it comes to sustainability.

Overall, 82% of Brits believed in at least one of the pieces of disinformation presented in the survey, and the average consumer believes in 2.4 of the 7 pieces of information. Men, millennials and those outside England believe in more of the pieces of disinformation on average.

Despite this, most (55%) do understand that climate disinformation has contributed to confusion or scepticism about climate change. Some 40% of respondents pointed to social media as the primary source of climate disinformation, followed by news articles (20%) and family and friends (9%).

There is a high level of public concern about the impacts of climate change on various aspects of life. Two thirds (66%) believe climate change affects human health, but only 41% believe it affects their personal health.

Further, while 74% believe climate change affects food and water security, only 48% believe it affects their quality of life, emphasising the need to connect global issues to personal experiences.

With a high concern over impacts on the UK and global standard of living, 45% of consumers would stop supporting a company associated with climate disinformation, while only 9% fully trust brands in how they portray their climate commitments.

The prevalence of these narratives and mixed understanding of impact poses a risk for British businesses. Ultimately, the report highlights the urgent need for targeted interventions which counter climate disinformation and promote accurate information to those susceptible to it.

Conscious Advertising Network co-founder Jake Dubbins said: “This research shows that misconceptions about climate change are widespread, and the advertising and media industries must recognise their role in either perpetuating or addressing these misconceptions.

“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.

“By actively distancing themselves from disinformation and ensuring messaging aligns with climate science, companies can contribute to a more informed public discourse, bolster consumer trust, and safeguard their future in a changing economic and environmental landscape.”

Dubbins points out that CAN is working with media owners and tech platforms alongside members to implement climate misinformation policies aligned to the Conscious Advertising Network Climate & Sustainability manifesto.

He insists that this has helped lead to climate misinformation policies developed by Google, Pinterest, Meta and TikTok.

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.

“When it comes to climate crisis communication, there is a need to create a responsible, evidence-informed dialogue which resonates with people.

“This demonstrates more than ever the power of industry bodies like CAN to convene key players across the industry, including the platforms, to both recognise the harms of mis/dis info and uphold standards.”

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