Illustration./ PHOTO ; Pexel
As wars and economic strain dominate headlines, a new global survey reveals that climate change has fallen down the list of public concerns even as consumers continue to demand sustainable products.
At the Forest Stewardship Council (FSC) General Assembly held in Panama City on October 28, 2025, a new global study by IPSOS painted a telling picture: only 31% of respondents across 50 countries now rank climate change among their top worries, compared to 52% citing war and conflict.
The 2025 Global Consumer Awareness Survey shows a 21-point gap separating climate concern from other global crises, a worrying sign in what was the hottest year on record.
Shifting Priorities in a World of Crises
The study, involving over 40,000 people worldwide, reveals how daily realities from wars to inflation are reshaping what people fear most.
Compared to 2022, the gap between economic hardship and climate concern has widened significantly.
Yet paradoxically, the same survey finds that consumers are more willing than ever to support sustainable brands and products that protect forests, plants, and animals.
“This contradiction is critical,” said Subhra Bhattacharjee, FSC Director General.
“People express lower concern about climate change in abstract terms, but they still reward brands that can prove sustainability. The key is to make climate action tangible in people’s daily lives.”
Forests: Where People Feel Climate Change Most
Across the world, the survey confirms that forests remain the frontlines of climate experience.
Wildfires, droughts, floods, and biodiversity loss consistently rank among the top forestry-related concerns.
These findings highlight forests’ dual role: as both victims of the climate crisis and crucial allies in solving it.
In Canada, for instance, citizens reported declining overall climate concern but growing alarm about forest fires, reflecting how people tend to engage more deeply with climate impacts that directly affect their communities.
The African Picture: Concern Drops, But Awareness Grows
The 2025 survey expanded its African coverage to include Egypt, alongside Kenya and South Africa.
The results show a noticeable decline in climate concern:
- Kenya: down 12 points since 2023.
- South Africa: down 7 points.
Yet despite this fall, African respondents continue to demonstrate strong recognition of responsible forest management.
Across Kenya and South Africa, awareness of the FSC label rose from 58% in 2023 to 62% in 2025, signaling that sustainability remains deeply valued even as other crises take precedence.
“Africa has faced a year marked by conflict, economic strain, and social unrest,” explained Annah Agasha, Deputy Director of FSC Africa.
“These realities influence people’s priorities. But even amid uncertainty, the commitment to sustainability endures.”
Consumer Power and the Checkout Effect
Globally, 72% of consumers say they prefer products that “do not harm” to plants or animals.
Recognition of the FSC label was found to boost trust in brands, demonstrating that credible environmental certification remains a key factor in consumer loyalty.
As Helen Chepkemoi Too, FSC’s Senior Director of Markets, noted, “Even if climate change isn’t always top of mind, people are voting with their wallets. They want sustainable choices, and they reward brands that can prove their impact.”
Across major European economies, including France, the UK, Germany, Spain, and Denmark, climate concern has fallen by 6–10 percentage points since 2022.
By contrast, Japan and Brazil bucked the global trend, showing notable increases in public concern.
This divide highlights the growing disconnect between public sentiment and policy momentum as the EU continues to advance strong climate legislation despite waning public urgency.
Why It Matters for Africa
The FSC warns that as wars, pandemics, and inflation dominate global debates, climate change risks being sidelined in both politics and the public imagination.
For Africa, a continent already facing intensified droughts, forest loss, and floods, such global apathy poses real risks.
However, the report’s findings also point to a solution-focused opportunity: Africans may be less vocal about climate threats, but their everyday choices show a quiet, consistent commitment to sustainability and forest protection.
FSC urges policymakers, development partners, and the private sector to integrate environmental, social, and economic priorities rather than treating them as competing agendas.
At this week’s FSC General Assembly, delegates from across the world are discussing how to make forest protection and the communities that depend on it central to the global response to climate change.
The message is clear: while concern may fluctuate, commitment must not.
