Research is suggesting that young people should be a key target group for green charities in their campaigning to raise awareness of climate change.

This found that young people feel disengaged and ambivalent about protecting the planet but many are keen to get more information about green issues.

In contrast many older people have already made up their mind about the environment, ranging from those who consider themselves environmental activists to climate change deniers.

The research has been carried out by research firm Eden Stanley, which highlights how charities should be aware of the complexity of young people’s views on climate change in their campaigning.

Eden Stanley has highlighted several main groups of climate change opinion, with young people dominating among those who feel detached from environmental discussions.

This includes ‘dissonants’ who are typically young, left leaning people who while concerned about the impact of climate change would prefer to avoid the issue. Those aged between 25 and 34 account for three in ten of this group.

Another segment highlighted is ‘disengaged’, who actively switch off from the issue. Two in five of this group are under the age of 35.

To underline the complexity of young people’s views on the environment, those aged 18 to 34 make up just under half of ‘info seekers’ who want to know more about climate change but are not participating in climate activism.

Older people's views

In contrast older people are more certain of their views, which range from being environmental activists to climate change deniers.

More than a quarter of climate change ‘advocates’ or activists are over 65, while just one in ten are aged between 18 and 24.

Meanwhile, ‘pragmatists’ believe in climate change but put the economy first. They tend to be over 45 years old.

Four in ten ‘deniers’, who don’t believe in climate change issues are aged over 65. Their views “largely overlap with more right-leaning politics,” the research found.

Coping strategies

“When faced with big or frightening issues, we often adopt coping strategies like compartmentalisation or ‘moral licensing’ of negative behaviours, and there’s evidence of that happening across the generations,” said Eden Stanley founder Joe Barrell.

“What’s particularly noticeable is just how much younger people seem to be disengaged, ambivalent or feeling like they don’t know enough to participate in climate action. By comparison, older groups are much more assured in their views on climate.”

The research also found that just 13% of people think that private companies are having a positive impact on climate issues, research has found.

Researchers suggest this shows “the efforts of corporate brands are failing to cut through” in their messaging on environmental issues.

Instead, a fifth of the public sees themselves as the main agents for change, while a similar proportion see government and public sector organisations as having a bigger impact on climate change.

---