I think a lot of businesses believe that people don’t really care about climate change and that they can wait until consumer demand forces them to act. But there is a lot of evidence to suggest that people do care and that they want businesses to take action so they can support those that align with their values.

The effects of climate change are becoming increasingly tangible, with extreme weather events affecting people across the globe. A Deloitte survey found that more than half of respondents had personally experienced at least one climate-related disaster, with reported cases particularly high in Mexico (91%) and Japan (89%). As these challenges intensify, public concern remains high, with the majority still viewing climate change as an urgent crisis. This awareness is driving action, as many people are making conscious changes to their buying habits and daily routines to reduce their impact. While younger adults are slightly more likely to shift their behaviour, people across all age groups are embracing more sustainable choices.

Consumer spending patterns further highlight this shift. Nearly half of Deloitte’s survey respondents said they had purchased a sustainable product. Many are also willing to go further, some have paid extra for eco-friendly goods or services, while others have accepted longer delivery times or even a reduction in product quality to prioritise sustainability.

This data reinforces the urgent need for businesses to prioritise sustainability. Consumers are making climate-conscious choices, and businesses that fail to keep up risk losing relevance. The message is clear: climate change is personal, and people are acting. Businesses must do the same.