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In today’s DN, climate activist Greta Thunberg has had to take on the role of editor-in-chief. DN editor in charge Peter Wolodarski gave him the temporary assignment after he criticized the media for not taking the weather issue seriously.
A DN / Ipsos poll shows Greta Thunberg isn’t the only one requesting more weather reports. It is true that almost half answer that the question receives a lot of attention. Yet three out of ten believe that the media pays too little attention to the weather. There are twice as many who want less surveillance.
It looks more or less the same when DN / Ipsos asks whether the media provides a sufficient knowledge base for consumers to make climate-smart decisions. About three in ten believe that the information in the media is insufficient.
Nicklas Källebring is an opinion analyst at Ipsos.
– There is a clear improvement potential for the media. If you increase the information, there is a long way to go until most readers, viewers and listeners say stop, he says.
DN / Ipsos has also asked how to look at information from different industries on the climatic effects of their goods and services. Here, too, the question is whether the data is sufficient for a consumer to make an informed decision. These are the food trade, energy companies, the automobile industry and travel companies.
All surveyed industries can significantly improve on this, the survey shows. Respondents give the lowest ratings to travel companies. Not even one in ten responds that the information provided by them is “largely” sufficient. More than four out of ten assess that you “in a small way” know what you need to do to choose smart climate.
Food and energy trading companies do better. About a fifth of those surveyed consider their information to be insufficient, while a quarter are satisfied.
– Both the energy and automotive industries have long used weather as a strong element in their marketing and highlight what they do to reduce its impact. Our survey shows that they still have a lot to do. When it comes to travel businesses, many consumers are likely to strike a balance between travel time and climate considerations after all, says Nicklas Källebring.
A proposal of requirements for the presentation of climate reports for those who sell trips is currently being prepared in the Government Offices. The Trafikanalys authority has investigated the issue and noted challenges in calculating climate effects.
Didrik von Seth, The executive director of the travel industry body SFR is not surprised by the results of the DN / Ipso survey.
– There is a great willingness among travel companies to report on climate effects, but we sell a very complex service. There are many factors that affect: how crowded the flight is, the bus runs on renewable energy, the hotel serves local products. It is difficult to report.
He still admits that the industry has a long way to go.
– Despite the complexity, we can improve in finding educational and simple ways to describe the climate impact for consumers, says Didrik von Seth.
According to DN / Ipsos survey meat consumption has not changed appreciably compared to the previous survey in January 2019. However, the survey shows that eating habits differ markedly between different groups. Fifty-five percent of women have cut back or abstained from meat in the past twelve months, compared with 29 percent of men. Reduced meat consumption is also more common among younger, highly educated metropolitan residents.
The proportion that have taken action to reduce energy consumption at home has decreased slightly since the last survey. Questions about modified travel were not included in the survey because conditions are completely different during the pandemic.
Read more:
DN special page The weather right now is full of facts
