Roughly 50% of individuals identifying themselves as having higher income expressed the intention to switch jobs to join more environmentally responsible companies, whereas only 13% of those in the lower income bracket shared the same inclination, as per a recent study by Deloitte, a global professional services firm. The research, titled “Economic uncertainty puts pressure on sustainable behavior change,” compiled data from surveys spanning from 2021 to 2023, encompassing 24,000 participants in 24 nations during March 2023. Despite comparable attitudes towards climate change, income-based discrepancies surfaced in aspects like sustainable consumption and political engagement, which held true for attitudes about climate change itself.
The study revealed a decrease in the number of participants reporting alterations in personal behaviour to combat climate change, dropping from 65% in September 2021 to 54% in March 2023. This decline was attributed to economic hardships such as energy crises, inflation, and job losses, impacting households. Nevertheless, over two-thirds of respondents consistently identified climate change as an urgent concern throughout the survey period.
A key insight from the study was the variance in willingness and capacity among respondents from differing income brackets to act upon their sustainability values. Although comparable percentages of higher-, middle-, and lower-income respondents acknowledged climate change as an emergency (72% higher-income, 68% middle-income, 65% lower-income), divergences emerged in other areas. For instance, 59% of higher-income participants claimed to frequently opt for sustainable products, in contrast to 42% of those in the lower-income category and 44% in the middle-income bracket.
Cost emerged as the primary factor influencing sustainable purchasing choices, with 53% of lower-income consumers citing cost constraints compared to 32% of higher-income respondents. Similarly, about a quarter of higher-income participants disclosed using renewable energy for their homes, roughly double the percentage observed in the lower- and middle-income groups.
Deloitte Global’s Global Consumer Industry leader, Leon Pieters, remarked, “Our research highlights the troubling disconnect between concern and action on climate change for individuals, and the root causes of this gap.” He attributed this gap to rising costs, economic concerns, geopolitical tensions, the lingering impact of the COVID-19 pandemic, and more.
The trend of income-based differences extended to workplace choices, where 46% of higher-income participants contemplated changing jobs for roles in more eco-conscious companies, significantly surpassing the rates among middle-income (20%) and lower-income (13%) respondents. This occurred despite higher workplace satisfaction regarding sustainability matters among higher-income individuals, as 63% believed their employers were sufficiently addressing climate change, compared to just 23% among lower-income participants.
Moreover, the study found that individuals identifying as higher income demonstrated greater involvement in political and civic activities related to sustainability, with 25% of lower-income respondents admitting to never having contacted a public official about climate issues, in contrast to 11% of their higher-income counterparts. In terms of donations to environmental organizations over the past year, 9% of lower-income participants reported doing so compared to 24% of those with higher incomes.
Jennifer Steinmann, Global Sustainability & Climate practice leader at Deloitte Global, stressed the importance of understanding individuals’ motivations and barriers to climate action across personal, professional, and communal spheres. Steinmann emphasized that the collective impact of individual decisions for sustainable living could shape the actions of governments and companies, ultimately accelerating progress towards global emission reduction goals outlined in the Paris Agreement.
