A new study by Glocalities and Global Citizen reveals that a decisive majority (69%)of citizens in five key advanced economies believe that countries that emit high amounts of greenhouse gasses should cover the costs of the green energy transition. This clear consensus across the G7 countries US, UK, Italy, France, and Germany indicates there’s widespread agreement that those who contributed the most to the climate crisis ought to be the ones to pay to build a clean energy future. 

We know that one of the key drivers for successful climate policy is civic demand for action. Understanding public sentiment is therefore essential to make progress on climate change. Those who understand the urgency of the climate crisis need to be able to communicate about it without alienating or paralyzing others, or inadvertently sparking a backlash. To do that, we must focus on transcending political divisions and land on a message that everyone can rally around. 

The findings in this report suggest a possible way to do that. The research highlights growing support for what’s known as the “Polluter Pays” principle, which argues that those most responsible for the climate crisis should be accountable for their high-emitting actions. This framing helps overcome partisan divisions, uniting people in the fight to finance a sustainable future. 

Let’s take a closer look. 

Key Takeaway — “Polluters Must Pay”

• 69% believe countries with the highest greenhouse gas emissions should pay more to finance the green transition.
• 53% of respondents agreed that in general, richer nations should set aside funds to support poorer countries' climate efforts.
• 65% agree that highly polluting industries, such as fossil fuels, should pay more through special levies or punitive taxes. 
• In the US, 77% of Democrats and 55% of Republicans agree with the “Polluters Must Pay” principle — indicating support across the political spectrum. 

The big takeaway? To most citizens, it’s only right that those who created the climate crisis should chip in more to help clean it up. It’s telling that support for allocating climate finance slips when the question is based on whether wealthy nations should contribute more simply because they have more resources. This suggests that the notion of fairness is fundamentally persuasive to people, and using terms like “High-Polluting Countries and Industries” is more effective in mobilizing citizen support than “wealthy governments and companies.” 

“Polluter Pays” Appeals to a Broad Range of Political Views

Efforts to influence public opinion should stick to the core “Polluter Pays” argument as it’s much more effective than getting bogged down in technical details. Encouragingly, citizens overall by and large agree that high emitters should shoulder climate costs, but perhaps unsurprisingly, opinions vary between left- and right-leaning voters. 

Introducing new taxes and levies can spark intense pushback from right-leaning, conservative parties. A powerful way to reach these typically environmentally skeptic voters is emphasizing that the green transition doesn’t hinder, but rather boosts innovation and competitiveness. 

Communicating that the green transition can create new economic benefits, jobs, and entrepreneurial opportunities can help prevent backlash and reduce polarization and gridlock. These voters could still not necessarily prioritize climate change mitigation, but they might get on board for the economic benefits that a fully-funded green transition promises — and a win’s a win. 

A Framing that Resonates and Drives Action

Though it’s easy to feel bleak when looking at the numbers on global warming, we know that leading with a negative ‘doom and gloom’ approach is a surefire way to make people tune out. What’s worse is it can backfire — when people perceive a problem as too vast or impossible to overcome, they can become paralyzed into inaction. 

Instead, reframing policy solutions aligned with universal values such as fairness and reciprocity can broaden support while building motivation, a key element that’s too often lost in the sea of dire statistics and warnings. Messaging around climate change should of course be fact-based, but to inspire action, it should also be solutions-oriented and empowering. 

And a key part of any winning argument depends on knowing what’s going to resonate with an audience — in other words, the ability to empathize and put yourself in another’s shoes. Building a cohesive coalition of support will require bold, progressive climate plans that can not only alleviate anxiety, but also draw in folks from across the political spectrum who believe that it’s still possible for our actions to make a difference. 

Looking Ahead

These findings suggest that citizens across wealthy countries are ready for high polluters to pay their fair share. Though the climate crisis can often seem insurmountable, the best antidote to hopelessness is action. As advocates continue to fight for green policies, this study offers a window into how visionary leadership and messaging can help motivate action. 

By uniting citizens around the “Polluter Pays” argument, more people can get on board to help curb the very worst effects of the climate crisis. We can’t keep citing the latest scientific reports and expect people to suddenly take action if they haven’t by now. By clearly articulating how and why polluters should pay more, emphasizing fairness and economic opportunities, we can foster the collaboration needed to tackle the climate crisis. The message is clear — now, we just have to deliver it.