How Millennials feel About Climate Change

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Chance for Change is an event led by MSLGROUP in partnership with Sciences Po. Together with Millennial leaders and speakers from some of the world’s leading companies, we will consider how young people, in their roles as consumers, workers and innovators, can lead the response to climate change.

MSLGROUP units Salterbaxter MSLGROUP and Publicis Consultants MSLGROUP have been part of a global collaboration for the event.

For more details about this initiative visit:

Publié dans : Environnement, Marketing
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  • It is interesting to see that Millennials are concerned about climate change, however it is surprising to see that with 100 millions investments, none of the proposed actions involve ways to reduce actual consumptions induced by our current way of life, but instead propose producing more energy (even renewable), this is worrying.
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How Millennials feel About Climate Change

  1. 1. Nidhi Chimnani Director, Research & Insights, MSLGROUP (and a Millennial) @nidhichimnani How Millennials feel about climate change And what we want to do about it.
  2. 2. In October and November 2015, we engaged with a community of 270 Millennials to understand their views on climate change. 18-30 year olds 10+ countries 42% younger Millennials (18-25 year olds) 60% female at The circles indicate the number of responses from these countries.
  3. 3. What emotion do Millennials feel when they think about climate change?
  4. 4. Powerless HopefulSadFrustratedScared Millennials feel….
  5. 5. Worried Anxious Concerned Alarmed Fretful Sense ofAngst Anguished Distressed Nervous Apprehensive Restless Confused Uncertain Millennials know things cannot continue as is – we must change. But is it possible? What will the future bring? Afraid Terrified Horrified SCARED
  6. 6. Angry FRUSTRATED Disappointed Contemptuous Disgusted Sickened Dissatisfied Tired AnnoyedHeadache-y Shock Surprise Disbelief Millennials have raised their expectations. They want businesses to transform their processes and deliver real change.
  7. 7. - Elena, 19, UK [I’m] shocked that the things most of us don't even think about can have such a huge impact half way round the world! UK
  8. 8. - Lauren, 24, United States Businesses should be held responsible for the products they are making and what happens after the products are used (and how they are disposed). US
  9. 9. - Sara, 24, Denmark It’s so easy to do something, so why on earth do politicians and companies have to make it so hard? Denmark
  10. 10. Millennials are confronted by the scale of problem, and the complexity of engaging all actors. The result is a deep sense of pessimism. POWERLESS Helpless Resigned ParalyzedDefeated Desolate SenseofUrgency Desperation Panic Hopeless Despaired
  11. 11. Millennials also insist on collaboration between these key actors – especially Business and Government. It’s no wonder that Millennials say Government, Society and Business are together most responsible for change.
  12. 12. Millennials are slowly beginning to realize their habits are part of the problem too. Upset Depressed Devastated Heartbreak Ashamed Embarrassed Uncomfortable Disoriented Unpleasant Negative Terrible GuiltySAD
  13. 13. 52% 52% Millennials hold themselves co-responsible for implementing solutions.
  14. 14. Winnie, 22, Taiwan I feel sad. I am an environmentalist, I want to slow down climate change personally. Taiwan
  15. 15. A.Y., 30, Malaysia We need to save Earth for the next generations. We cannot live happily when seeing our own house are being burnt. Anxiety rises and people are sick both emotionally and in bodies. I do not want to feel sick anymore. Malaysia
  16. 16. Shina, 25, China Everybody is responsible for climate change. We can do every little thing to change the situation and we have to! Companies can push people and I think we need leverage this to effect more people to take action. China
  17. 17. Here’s how Millennials want businesses to address climate change. find out about greener and cleaner products recycle find out about sustainability initiatives get involved 100% MAKE IT EASIER FOR ME TO...
  18. 18. operate (upgrade processes and the way you work) 100% innovate (give me greener products) invest (invest in clean solutions and startups) package products (use eco-friendly materials) donate (support more causes) CHANGE THE WAY YOU... Here’s how Millennials want businesses to address climate change.
  19. 19. governments 100% better suppliers organizations people like me charities religious organizations other PARTNER WITH... Here’s how Millennials want businesses to address climate change.
  20. 20. Some Millennials feel hopeful about climate change – they see it as an opportunity for global collaboration. Hope Actlike one planet OpportunityChange Excited Positive
  21. 21. Climate change is the greatest threat to civilized human culture and progress. On the other hand, it is the greatest potential for innovation, collaboration and the establishment of a real global community. Asger, 30, Denmark Denmark
  22. 22. If you were President or Prime Minister of your country… We asked Millennials what they would do if we offered them some power. If you had $100 million to address climate change… Power Money Authority
  23. 23. If Millennials had $100 million to address climate change, they would invest in… RENEWABLE ENERGY Solar & wind energy Solar infrastructure INNOVATION Research R&D Desalination FOOD SECURITY Sustainable farming Food supply Micro-farming REPAIR Re-forestation EDUCATION Awareness
  24. 24. If Millennials were Head of State of their country, they would introduce… eco-mindset eco-system eco-nomy 1 2 3
  25. 25. 3 Recommendations for Business
  26. 26. 1. The fight against climate change should be everyone’s fight • Make it relevant to everyone’s daily lives. If they know they can make a difference, they will. • Inspire people to innovate new ideas and technologies. Individual actions – around aspects like clean energy, sustainable agriculture, R&D – will lead to a significant collective response.
  27. 27. 2. The tipping point for Sustainable Business is now • It’s time for transformation. With increasing pressure from Millennials, and in fact all stakeholders, businesses must find new ways to operate. • A new era of performance with purpose. There is a ‘Race to the Top’ – this will be amplified by early actors and the UN climate change conference.
  28. 28. 3. Businesses, Millennials are your best chance for change. • We are acting anyway. With businesses, or on our own. • We are stronger together. Millennials bring the passion, the vision, the creativity. Businesses bring stability, scale and structure. Both are crucial for success.
  29. 29. Thank you!