Two pieces of market research published in the last week give some more support for the view that opinion is moving towards accepting that climate change will require lifestyle changes. BBC World Service interviewed individuals across the globe. Power company E.ON produced its segmentation of British consumer attitudes. The BBC survey suggested that over 80% of UK people are ‘ready to make significant changes in the way I live to help prevent global warming’. Nearly 90% think that changes in lifestyle will be necessary to address the problem. These numbers are approximately the same as among urban Chinese and only marginally higher than the US.

E.ON’s segmentation has over 20% of the UK already taking serious and possibly costly personal action related to climate change. Less than 15% actively reject any need to act now.