WWF Climate Barometer 2025

If you’re feeling frustrated about climate change this Sunday evening, you’re not alone.

Have you read WWF’s latest Climate Barometer in Sweden?

It offers a relatable picture of how people actually feel right now:
● 50% say climate change is the global issue that worries them the most
● 65% think politicians should do more to address it
● 80% would buy more sustainable food if it were cheaper

When asked who carries the greatest responsibility:
● Politics: 51%
● Companies: 20%
● Individuals: 9%

How do we think about this poll?

Most people want to do the right thing in their everyday lives. Individual choices matter. But it’s also hard to know which actions make a difference, and even harder to feel that personal decisions alone can change the bigger picture. When there is a cheaper option, most people tend to take it.

Many have probably come to accept that, as individual consumers, we can’t always keep our attention on consuming what is best for nature and the climate. That’s likely why people place their trust primarily in politicians, and increasingly in companies, to drive meaningful, large-scale change.

We will get back to work tomorrow with energy, focused on helping turn this shared concern into real progress.