In the face of current economic challenges, there is a perception that the public no longer cares about climate change, or living more sustainably. Media coverage perpetuates the argument that environmental goals are at odds with what ordinary people want. But is this the truth?

This policy insight shows that the reality of public opinion on environmental issues is more positive and more complex. Although it has declined to some extent, support for action on climate change remains strong, and economic constraints have made saving energy and cutting waste more normal and important. Most people want their lifestyles to be both green and affordable. It makes it clear that the challenge for government is to devise policies that make this possible.