Climate Outreach’s Britain Talks Climate and Nature report (2025) reinforces what many of us already see: today’s customers care deeply about climate change and environmental sustainability, even when governments fall behind on their commitments. The real challenge isn’t whether people care, but how we tell the story in a way that builds trust and lasting support.

This has major implications for brands whose ethos, image and identity is rooted in respect for nature — from health and wellness and FMCG to energy, tech, sports, and beyond.
The research highlights seven (7) distinct audience segments in British society, each shaped by different values and worldviews around climate change and issues of sustainability:
Progressive Activists (12%) – Idealistic and outspoken, pushing for rapid, systemic change.
Incrementalist Left (21%) – Community-focused, preferring gradual progress through cooperation.
Established Liberals (9%) – Optimistic about solutions driven by innovation, technology, and global collaboration.
Sceptical Scrollers (10%) – Younger, digitally native, disengaged from politics and mainstream institutions.
Rooted Patriots (20%) – Proud of British identity, valuing tradition and cultural preservation.
Traditional Conservatives (8%) – Support environmental care but cautious about the pace and fairness of climate action.
Dissenting Disruptors (20%) – Believe change is necessary but feel the system is stacked against them.

For brands, the takeaway is clear: understanding who your audience really is should happen at the concept stage, not after the campaign is built.
At cine-bolic, we are a creative agency following research like this to ensure our impact-driven content is guided by insight, not guesswork. We don’t just make videos, we craft narratives people remember.