Our findings reveal widespread support for climate action. Notably, 69% of the global population expresses a willingness to contribute 1% of their personal income, 86% endorse pro-climate social norms and 89% demand intensified political action. Countries facing heightened vulnerability to climate change show a particularly high willingness to contribute. Despite these encouraging statistics, we document that the world is in a state of pluralistic ignorance, wherein individuals around the globe systematically underestimate the willingness of their fellow citizens to act.
This suggests that actions which provide social proof that large numbers of people are interested in action (eg: a mass march) are likely to spur further action.
It’s very different doing those things willingly when all options are still there around you and a lot of other people are doing it anyway. And being in support of policies to reduce for example meat eating for everyone.