Maria Mendiluce noted that businesses face a "damned if you do, damned if you don't" situation on climate action, emphasizing the need for change in their approach.
The research indicates that consumers are largely turned off by discussions framing climate initiatives as moral obligations, preferring instead a clear focus on economic benefits and costs.
The findings from the Potential Energy Coalition's research reveal that positioning climate action as a business imperative resonates more positively than framing it as a moral issue.
Data shows consumers believe companies should address climate change, yet many are resistant to moralistic framing and prefer discussions that highlight practical benefits.
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