What Actions Should Japan Take Next, Based on Insights from 50,000 People on the Climate Crisis (Part 1)

Addressing carbon neutrality is now a critical management issue for companies. However, despite the "1.5°C target" set by the 2015 Paris Agreement to "strive to limit the global average temperature increase to 1.5°C above pre-industrial levels," 2024 recorded an increase of approximately 1.5°C compared to pre-industrial levels—the highest on record. Recent extreme weather events represent a societal challenge that disrupts our lives, demanding further corporate action and concrete results.

Dentsu Inc. regularly conducts the "Consumer Survey on Carbon Neutrality," with " dentsu carbon neutral solutions "—an organization within dentsu Japan (the domestic Dentsu Group) that promotes sustainability projects—serving as the survey's primary entity. This article presents findings from the 14th survey (conducted May 31–June 3, 2024). Based on these results, we discuss the necessary behavioral changes and corporate responsibilities for achieving carbon neutrality with: and Takeshi Araki, Project Leader at dentsu carbon neutral solutions, a subsidiary of Dentsu Group Inc.

AI Analysis of 50,000 Opinions Reveals Low Interest in Climate Change

Araki: In October 2020, then-Prime Minister Yoshihide Suga declared Japan's aim to achieve carbon neutrality by 2050, marking a new phase in the nation's warming countermeasures. Reflecting this momentum, Dentsu Inc. has conducted its "Consumer Survey on Carbon Neutrality" several times a year since 2021, providing a fixed-point observation of shifts in consumer awareness and behavioral changes.

For the 14th survey, we employed "topic modeling"—a technique using AI to collect raw, free-response comments from 50,000 people and categorize them into several topics. Particularly intriguing were the analysis results regarding comments on the fact that we are already approaching the 1.5°C threshold, despite the so-called "1.5°C target." The free-response answers were classified into 28 topics. Among these, the most frequent sentiments were "The Earth will become uninhabitable" and "This is an issue requiring collective action by governments, businesses, and individuals." However, 27.5% of respondents stated they had "no interest" in the topic. Combined with non-responses and answers like "I'm skeptical about the accuracy of the information" or "It's not a problem when viewed in the context of Earth's history," this nearly reached half of all respondents. This suggests a low level of crisis awareness.

Saza: The high number of "not interested" responses likely stems from people not seeing a direct connection to their own lives. Yet, in reality, the energy we use daily—and even our daily meals—cannot be separated from environmental issues. I believe it's crucial for media to communicate this message more simply and clearly, collaborating with companies to drive proactive action together.

On the other hand, I was surprised by the high information sensitivity among older age groups. This likely reflects a gap in information access between those who watch TV and those who don't. Conversely, I became curious about what kind of environmental information is being disseminated through online media like social networking services.

Araki: Looking back at past surveys, we see that people with higher exposure to digital media tend to show less interest in environmental issues. While TV and newspapers expose people to a wide range of information, the internet often leads people to see only information they are already interested in. I think that's where the challenge lies.

Takamura: While awareness that "climate change is caused by human activity" and "it's a critical issue" is high, not everyone translates that into action. There are several stages: accessing accurate information, recognizing the importance of environmental issues, and then taking actual action. It would be interesting to visualize at what entry point people recognize the importance and are able to take action.

Encouraging broad participation and personalizing the issue is crucial

Araki: In this survey, we summarized the demographics for each of the 28 topics. The largest group answering "not interested" in the previous question was working people in their 20s to 40s. Perhaps when daily work is busy, there's simply no room to spare for environmental concerns. Also, the proportion of unmarried people without children is high.

Takamura: I found it interesting that having children significantly affects the level of interest. Recognizing climate change issues seems deeply connected to whether people have opportunities to think about the future their children will live in. I believe changes in life stages are also a crucial factor in looking beyond the immediate environment we face today to the future.

The survey results on "trusted information sources" by topic modeling are also intriguing. While TV's influence is significant, 20% of respondents stated they have "no trusted information sources." This raises an important question for information dissemination: who should deliver information, and in what form, to be most effective?

Saza: When companies promote sustainability, how employees engage changes depending on who communicates it, when, and how. There are also examples showing that developing countermeasures comprehensively with diverse people leads to greater acceptance.

Araki: I sometimes assist client companies in formulating their environmental visions. The level of employee involvement significantly impacts how well the vision permeates the organization afterward. It's difficult for employees to feel personally invested in something created without their input. Therefore, creating opportunities for internal discussion and building mechanisms to collaboratively shape the vision are crucial for driving subsequent behavioral change.

Education and incentives are crucial for driving behavioral change

Araki: Based on these survey findings, what do you both think is needed to encourage behavioral change among those who responded "not interested"?

Saza: I believe education on environmental issues is crucial. Without a solid understanding of the "why" – why we must tackle environmental problems – people cannot progress to the next step. In Japan, while SDGs education is widespread, quantitative goal-setting – "what to achieve, by when, and how" – has not permeated. I think this kind of education is needed not only in schools but also within companies.

I also feel we must leverage peer connections, where individuals apply mutual pressure to change attitudes. Younger generations, in particular, have strong group identity and tend to align their actions with those around them. It's crucial for many stakeholders to collaborate and collectively drive this shift in awareness.

Takamura: While changing awareness is fundamental, I also think some form of incentive/disincentive is necessary. For example, despite criticism, charging for plastic bags did prompt behavioral change, didn't it? At one convenience store chain, about 80% of customers now decline plastic bags. While the disincentive is only a few yen, the fact that it changed so many people's behavior cannot be underestimated. I believe it's vital to use diverse methods—such as systems and policies—to transform people's awareness, guide their actions, and drive change.

The triggers for behavioral change differ for each person. At "dentsu carbon neutral solutions," we plan to analyze the nature of these triggers through future consumer surveys. In the second part, we turn our gaze to the world, discussing impressions from the "COP29" (29th Conference of the Parties to the United Nations Framework Convention on Climate Change) held in November 2024 and the new challenges revealed there.