The Welsh Government has several commitments to address climate change, including carbon neutrality, planting trees, a Net Zero Wales Plan, an Adaptation Framework, and
increasing public engagement on the topic.
Focusing on the last commitment, Beaufort was commissioned by SBW Advertising in the summer of 2023 to conduct a survey in Wales assessing:
– Current public behaviour around actions to help tackle climate change;
– Public willingness to adopt specific behaviours in future;
– Knowledge of actions to help tackle climate change;
– Where there is action, which specific steps are being taken;
– Where there is no action, what are the main barriers to doing so;
– Perceptions of which actions will have the biggest impact on climate change.
The 2023 survey was designed to provide baseline data ahead of the launch of the main phase of the Climate Action Wales communications campaign for the Welsh Government in early autumn. The intention is to repeat the survey annually to monitor any changes over time.
The behavioural tracking survey complements regular communications tracking research which monitors campaign performance. The overall aims of the behavioural tracking survey are:
– To monitor public behaviour, knowledge and understanding of actions that can help tackle climate change;
– To assess willingness to adopt specific behaviours to help mitigate climate change
– To track any changes on these measures over the lifetime of the Climate Action Wales campaign.
You can read more here.