The Worldwide Independent Network of MR (WIN), the world’s leading independent association in market research and polling, today reveals findings from the Annual WIN World Survey on global warming, climate change, and government efforts to track and understand any improvements worldwide in regard to the health of the planet.

The WIN annual survey explores the views and beliefs of 33,866 people in 39 countries across the globe.

People take accountability

41% of the global survey respondents believed that human behaviour was responsible for global warming, with women (44%) more likely than men (37%) to hold this belief.

Beliefs surrounding global warming are consistent across all age groups however globally those in MENA countries are far more likely to believe industries are behind climate change at 45%, whereas only 26% of people in APAC blame industries, identifying people’s behaviours as the main cause (49%).

Natural phenomenon are widely dismissed across the majority of the world with the exception of countries within Africa where 37% of those surveyed reported believing that the planet was changing naturally.

Education is a factor in opinions about global warming, with those with no education being the most likely to report natural causes as the culprit for global warming (29%) and the least likely to believe that industries (17%) were responsible for the planet. They’re also the least likely to report people’s behaviours (31%) as responsible.

Taking action against climate change

Of those globally surveyed, when it came to opinions on what could be done to combat climate change gender played almost no role in swaying opinions with both showing an overwhelming preference for recycling (64%) with no longer buying fast fashion products being second at 29%. People ages 65+ tend to sway more towards no longer taking planes as a preventer of climate change at 24% as opposed to 18-24 (15%), 25-34(14%), 35-44 (15%), 45-54 (15%) and 55-64 at 19%.

Europe reports higher rates of being willing to recycle (72%), on the other hand only 46% in the MENA region share the same sentiment. The continent of Africa reports the lowest in the world of being prepared to give up fast fashion at only 4% whereas Europe reports a far higher 43%.

Government Improvements for climate change

People look to the government for guidance, globally the trust in respective government bodies taking necessary actions to care for the environment has risen from 39% in 2023 to 44% in 2024, with men (46%) being more trustworthy than women (41%).

There is a negative trend in government trust when it comes to education, those with no education report highest levels of believing that the government is taking necessary actions: those who completed primary school reported 50%, secondary school 46%, University degree at 40% and higher levels of education at 42%.

Trust in the government is highest in Africa at 70%, and APAC countries at 65% – it sits lowest in Europe and the Americas respectively at 33% and 32%. The country reporting the highest belief that the government are taking action for the environment is Vietnam at 94% with the Philippines (90%) and Indonesia(87%) closely following. The country who reports the least trust in the government is Paraguay at 6% having dropped from 15% in 2023.

Vilma Scarpino, President of WIN International Association, said: “Global perspectives on climate change reveal diverse beliefs and actions, with significant differences across regions, genders, and education levels, highlighting the complexity of addressing this critical issue.”

Subscribe to our newsletter

all fields marked with * are required