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Epson research reveals "delusion" over climate change

Epson says its new global study about the perceptions of climate change has found “a potentially damaging gap between climate reality and people’s understanding of its catastrophic effects.”

Professor Katey Walter Anthony performing Turn Down The Heat research in the Arctic
  Professor Katey Walter Anthony performing Turn Down The Heat research in the Arctic

Epson’s Climate Reality Barometer survey - released 50 days before the start of the UN Climate Change Conference (COP26) in the UK in November - measured global experiences and perceptions of climate change from 15,000 consumers across Australia, Asia, Europe, North America and South America.

“Despite 2021 witnessing the warmest July ever recorded on the planet, catastrophic wildfires, floods and thawing permafrost, the Epson Climate Reality Barometer reveals that for some, optimism can tip over into delusion,” the report said.

"As the climate emergency unfolds before our eyes, it's of real concern that so many people fail to recognise, or even actively deny, its existence,” said Henning Ohlsson, director of sustainability, Epson Europe.

“This is a wake-up call for everyone — governments, businesses and individuals — to work together, make the right decisions and inspire the right actions moving forward," added Epson Australia and New Zealand MD, Craig Heckenberg.

Epson said: “As the Intergovernmental Panel on Climate Change (IPCC) reports that some human-driven climate change will take millennia to reverse, and given a litany of global events - including the warmest July ever recorded, wildfires in Europe, North America and Asia, and floods in China, Columbia and Germany - Epson's Climate Reality Barometer's findings suggest a triumph of optimism over evidence and a damaging Climate Reality Deficit."

"The Barometer suggests that optimism may be the result of a failure to recognise climate change and, therefore, its scale. Around three quarters of respondents see the link between climate change and rising global temperatures (77%), extreme weather (74%) and wildfires (73%). In contrast, awareness falls to just over half for events such as famine (57%), mass human migrations (55%) and insect outbreaks (51%). There is significant regional variation here, with understanding of famine highest in Taiwan (72%) and lowest in the US (44%).

"While people are willing to make lifestyle changes to tackle the crisis, some are slow to act. The Barometer shows that: 78% agree (already do or are planning) to switch to renewable electricity - but only 29% have actually done so. 82% agree to switch to more sustainable products - but only 45% have. And 58% agree to adopt a plant-based diet - but only 27% have gone vegan. Even looking at relatively simple choices, such as boycotting unsustainable brands, while 63% agree, only 29% have already changed their shopping habits.

“The Climate Reality Barometer suggests that for many, climate crisis remains something that happens to someone else,” said Epson. “As the survey reveals that only 15% of respondents recognise big businesses as most responsible for tackling the climate emergency, and just 3% small companies (fewer than the 5% of climate change deniers), it also suggests that now is the time for companies of all sizes to play a bigger role.

epson turn down hhf

“Companies can empower other businesses and consumers with sustainability supporting innovations. At Epson, this has seen the development of, for example: initiatives to reduce customer impact through the use of highly energy efficient PrecisionCore Heat-Free technology; and R&D into environmental technologies such as naturally derived (non-plastic) materials.

“Beyond product and materials innovation, businesses can make a big difference by promoting and demonstrating climate responsibility. Epson carries this forward by: transitioning to 100% renewable electricity and engaging with initiatives such as the RE100 renewable energy project; working to close the resource loop for example, by promoting product refurbishment and reuse; and engaging in high impact partnerships such as its work with National Geographic to promote protecting permafrost through the Turn Down the Heat campaign.”

Yasunori Ogawa, global president of Epson: "The discovery of the Climate Reality Deficit shows that awareness coupled with action, will be critical to tackling the emergency. Epson's goal is to bring this awareness and the technologies needed - by our company, other businesses and consumers - to action transformational change. Sustainability is central to our business plan and backed by significant resources - because while we know there is a long way to go, we believe we can build a better future."