LONDON: Polls show that the people of the UK have very poor understanding of key climate language.
A study by Trajectory and Fleet Street reveals that only a minority of people understand terms like “environmentally friendly” and “locally grown,” with 18-24 year-olds having a higher understanding of sustainability compared to older consumers.
A study found that only 25% of respondents understood the terms “green” and “sustainable” accurately.
Those aged 18-24 were more confident in understanding climate and environmental policy terms, with 24% more understanding “sustainability” than over 65-year-olds.
The research involved focus groups and a nationally representative online survey of 1,000 UK adults.
Co-founder of Fleet Street, Mark Stretton, said “there’s massive work to be done on the language used, and the more consumers understand, the more likely they are to positively engage with, and respond to what is clearly an enormous, generational issue.”
