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Understanding Europeans’ environmental attitudes: Insights from Special Eurobarometer 550

Published on
22 October 2024

The European Union has long positioned itself as a leader in global environmental efforts, but how do its citizens perceive the pressing challenges of climate change, pollution, and biodiversity loss? This question was at the heart of the Special Eurobarometer 550 – Attitudes of Europeans Towards the Environment, a comprehensive survey exploring public sentiment on key environmental issues.

At #inextremis, we have examined this report closely to assess European attitudes and the implications for communication strategies aimed at advancing environmental causes.



Key insights from the report



The survey reveals that climate change is the top environmental concern for most Europeans, closely followed by air and water pollution and the threat to biodiversity. Over 90% of respondents believe protecting the environment is personally meaningful to them—a clear indicator that the public’s environmental consciousness continues to rise.

This finding aligns with the growing urgency of addressing these global challenges across sectors.

Plastic waste is another recurring theme in the report, highlighting citizens’ desire for more robust regulation of single-use plastics and a shift toward sustainable consumption. From a communications perspective, this is a critical point of engagement.

Environmental organisations must continue leveraging the public’s heightened awareness and support for policy initiatives to reduce plastic usage when it is unsustainable.



Communicating environmental responsibility



As communication professionals working closely with international associations like WWF and Greenpeace, we understand these findings are unsurprising. However, they reinforce the importance of carefully crafted messaging that resonates with an already informed audience.

The Eurobarometer survey indicates that while many Europeans are willing to take personal responsibility by recycling and reducing their energy consumption, they also expect greater accountability from corporations and governments.

The challenge for communication leaders in environmental associations lies in amplifying this collective sentiment into meaningful action. The Eurobarometer data points to an engaged public seeking clear, actionable policies. This is where strategic communications play a vital role—translating public concern into tangible, policy-driven outcomes.



The role of information and awareness



Another critical takeaway from the report is that while Europeans are generally aware of environmental issues, many still need to be more informed, particularly about water pollution and biodiversity loss. This gap represents an opportunity for associations to step up their educational campaigns.

At #inextremis, we’ve seen first-hand the power of well-targeted information strategies in raising awareness and driving engagement through digital platforms or public advocacy efforts.

Our collaboration with UNEP and the European Environment Agency (EEA) has demonstrated the value of communication efforts with a clear, data-driven audience understanding.

Providing easily digestible, impactful content that cuts through the noise can help fill this information gap, enhancing public awareness and stakeholder engagement.



The implications for environmental communications



The results of this Eurobarometer survey underscore a growing demand for more robust, more effective environmental policies across the EU. For communication leaders in international and European associations, the challenge is to navigate the complexity of public expectations, stakeholder priorities, and policy frameworks.

Our agency’s experience crafting communication strategies for environmental organisations and collaborating with institutional bodies positions us to understand the nuances of environmental messaging and the larger policy context.

Communication is not merely about raising awareness—it is about shaping the conversation to align with broader public sentiment and drive real change.



A trusted partner in environmental communication



At #inextremis, successful environmental communication requires a deep understanding of the issues and the audience’s concerns.

With decades of experience working alongside leading environmental organisations, we bring a unique perspective on amplifying the voice of ecological causes within the European context.

Our insights from the Special Eurobarometer 550 report reaffirm the importance of targeted, impactful communication strategies.

The growing environmental consciousness in Europe is an opportunity that, with the right approach, can lead to meaningful action.

We are here to help associations and organisations navigate this landscape and effectively communicate their message to stakeholders and the wider public.

Let’s work together to turn awareness into action.