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Milken Institute-Harris Poll research of 7,000+ people globally finds investment appetite remains strong but requires reframing around local solutions and economic opportunity
A new global study released today ahead of COP30 by the Milken Institute and The Harris Poll reveals that while 95 percent of people worldwide believe climate change is happening, current messaging is failing to mobilize action. The research, Understanding How People Respond to Climate Narratives & Identifying a Path Forward: Global Findings, surveyed 7,036 respondents across seven countries and finds that leading with economic benefits and local solutions—rather than global crisis narratives—is key to unlocking both public support and investment flows.
The research uncovers a striking paradox: Despite near-universal belief in climate change, with 83 percent of respondents having personally experienced its physical effects, current messaging leaves 65 percent feeling anxious about climate solutions and unable to envision practical action.
Key Findings:
Crisis Messaging Backfires: Forty-six percent of respondents primarily associate climate messaging with threats, while 65 percent feel anxious when they think about climate solutions. Most tellingly, people cannot imagine the solutions: 35 percent say they cannot visualize climate solutions in their communities, which is worsening in Germany, South Korea, and the US. This vision void is driving half of Gen Z and Millennials (52 percent) to believe people in their area will need to relocate within 10 years due to climate change.
The Economic Bridge to the Attention Economy: People’s economic concerns outrank climate concerns by 23 points globally, but when climate solutions are economically framed, it reaches climate skeptics while keeping believers on board. Critically, 88 percent say economic opportunities must be included in climate messaging, with “saving 15 percent on energy costs” consistently outperforming all other arguments.
Local Solutions Generate Hope: Seventy-seven percent see local climate solutions as opportunities for building better communities, with 79 percent believing climate activism would be more effective through community-level interventions rather than global frameworks.
The Language That Works: The research identifies clear vocabulary preferences: “sustainability,” “environmental protection,” and “renewable resources” unite audiences across all markets, while “carbon tax,” “climate crisis,” and “global warming” divide them—critical intelligence for crafting effective investment communications.
“We’re witnessing a fundamental shift in how people want to engage with climate solutions,” said Libby Rodney, chief strategy officer at The Harris Poll. “The data reveals that people are ready to act but are paralyzed by crisis messaging. They’re seeking agency through local, tangible solutions that improve their daily lives. When 79 percent say climate activism would be more effective at the community level, and 52 percent of young people are already planning escape routes, we need to pivot from global catastrophe to local opportunity. People need to see themselves in the solution.”
Brazil-Specific Insights
Brazil emerges as a “ready-to-act” market with unique characteristics:
- 87 percent have experienced physical climate impacts.
- 71 percent report positive emotions from climate messaging (highest globally).
- Health care ranks as the top concern (50 percent), suggesting climate-health connections resonate strongly.
- 69 percent support bioeconomy infrastructure over traditional economic development.
“The story of investor and corporate retreat from sustainability investment is largely an illusion. Studies show that assets in climate-themed funds are up in 2025, and proactive investors are laser-focused on converting known climate risk into opportunities for long-term value creation,” said Dan Carol, senior director, Milken Institute Finance. “The data shows that 77 percent of young people want to hear more from investors who can speak to both the economic and climate benefits of investing—and this research provides a roadmap of what to say.”
Milken Institute at COP30
On November 9 and 10, ahead of COP30, the Milken Institute will host the Global Investors’ Symposium São Paulo, the Institute’s first-ever, large-scale event in Brazil. Programming will highlight Brazil’s rising profile as a destination for global capital—for climate-aligned investments as well as in strategic sectors, such as infrastructure, digital innovation, agribusiness, health care, and financial services. All public sessions are available for livestream at MilkenInstitute.org.
The Institute will also participate in a TED Countdown House event on November 11, where it will lay the groundwork for a new Brazil and Beyond roadmap, outlining how investors can work with the public sector to catalyze climate capital deployment in the years ahead. Additionally, on November 12, the Milken Institute and its network partners of asset owners will participate in COP30’s initial finance discussion. The session, High-Level Asset Owner Summit, will feature dialogue between COP President Andrea Correa De Lago, institutional investors, and CEOs to realize Brazil’s vision to COP30 implementation.
Methodology
The survey was conducted online by The Harris Poll from September 29 to October 10, 2025, among 7,036 respondents across Australia (n=1,004), Brazil (n=1,006), Germany (n=1,004), India (n=1,006), Kenya (n=1,005), South Korea (n=1,005), and the United States (n=1,006). Data has been weighted to represent each market’s respective population.
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the US, tracking public opinion, motivations, and social sentiment since 1963.
About the Milken Institute
The Milken Institute is a nonprofit, nonpartisan think tank focused on accelerating measurable progress on the path to a meaningful life. With a focus on financial, physical, mental, and environmental health, we bring together the best ideas and innovative resourcing to develop blueprints for tackling some of our most critical global issues through the lens of what’s pressing now and what’s coming next.
