New Potential Energy-Rockefeller Foundation Study: Climate Support Strong Across Leading Democracies, But Words Matter

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On the heels of the G7 Summit, a study of more than 83,000 adults across six of the seven countries – United States, United Kingdom, France, Germany, Italy, and Canada – reveals strong support for climate solutions across the ideological spectrum But message matters: "net zero" was the single least popular climate term tested New climate communications playbook shows how countries can broaden support by focusing on pollution, health, household costs, energy independence, and protecting families NEW YORK , June 18, 2026 /PRNewswire/ -- Potential Energy Coalition, with financial support from The Rockefeller Foundation, today released Fixing Climate Communications , a new evidence-based playbook for communicating about climate more effectively across leading democracies. Drawing on research with more than 83,000 adults across the United States, the United Kingdom, France, Germany, Italy, and Canada, the study identifies the messages that broaden support across ideological divides and the language that can undermine it, offering practical guidance at a time when many institutions are embracing a growing trend of climate hushing. Shared concerns - pollution, health, affordability, energy security, and protecting future generations - increased support by more than 10 percentage points across six of the Group of Seven (G7) countries, and by contrast, messages emphasizing bans, mandates, disruption, or "net zero" consistently underperformed. How to drive support for action on climate change? Emphasize the material impact it has on the people and places we love "The climate crisis is already making it harder for people around the world to feed their families, get and work jobs, and pursue lives of dignity. Meeting this challenge with the urgency it demands requires speaking about it in ways that resonate and motivate. This research shows how data-driven communication can shape a better conversation about how to tackle the climate crisis and build a safer and more prosperous future," said Dr. Rajiv J. Shah, President, The Rockefeller Foundation. According to the World Bank, an additional 14.5–15.6 million people could die in low- and middle-income countries from climate-related causes by 2050 if the current trajectory continues. Globally, extreme heat kills an average of one person every minute, and workers around the world lost 640 billion hours of potential work - almost double what was typical in the 1990s - per last year's Lancet Countdown Report. Despite the stakes for humanity's well-being, there has been a broad, persistent retreat in public language about climate. Recent GlobeScan research underscores the rise of climate hushing: across 31 markets, the share of consumers seeing sustainability messaging fell from 49% in 2023 to 36% in 2025, while trust in those messages dropped from 79% to 65%. Global news coverage of climate change fell 38% by the end of 2025 from the peak in 2021, and mentions of climate and ESG issues on S&P 500 earnings calls have dropped by roughly three-quarters during this period. "Climate is a winning issue when communicated effectively. Climate hushing is short-sighted and ineffective; the data refutes the growing conventional wisdom that leaders should avoid talking about climate and rely only on a side door of clean energy or economic benefits. This is not about whether to talk about climate, but how - moving beyond narrow, easily politicized frames and connecting instead to the real material costs, impacts, and everyday concerns that can significantly expand public support," said John Marshall, Executive Chair at Potential Energy Coalition. Key Findings: The research finds that climate solutions continue to command broad, cross-ideological support across all six countries, and that how the issue is communicated matters. The findings are based on two rounds of international research conducted by Potential Energy Coalition, commissioned by The Rockefeller Foundation, with fieldwork by Echelon Insights and Merlin Strategy, as well as six years of Potential Energy Coalition's historical data. From September through December 2025, 83,971 adults across various age groups, genders, regions, education levels, ethnicities, and political perspectives were surveyed across the United States, the United Kingdom, France, Germany, Italy, and Canada. The research identifies three evidence-based principles for more effective climate communication - and the data shows they work. After exposure to a single effective message built on these principles, support increased by at least 9 points in every country tested: Lead with everyday consequences. Underlining real human impacts - from extreme weather to rising household costs - is the single most effective way to drive prioritization of climate as an issue and make it feel personally relevant. Make the cause concrete. Reminding people the root cause of climate change is simply "pollution" that we can reduce makes the problem feel 10-20% more solvable while reducing polarization. Frame energy as additive, not restrictive. The strongest energy messages emphasize what clean energy delivers - local availability, low cost, and a path to energy independence. Messages focused on bans and mandates consistently underperformed, reducing support for climate action across countries and audiences. Additional findings include, but are not limited to: Support ... Full story available on Benzinga.com