The 2025 Global Consumer Awareness Survey – conducted with Ipsos across 50 countries and 40,000+ respondents – find war and conflict (52%) now dominate public worries while climate change trails at 31%. That is a 21-point gap in the 2025 snapshot. Looking only at the 32 countries surveyed in both 2022 and 2025, the concern gap has widened from 12 points in 2022 – where economic hardship was on top position – to 16 points in 2025.
Australia: Key Findings
In Australia, the survey highlights strong expectations for credible proof and a clear focus on biodiversity protection.
- Australians expect credible proof: Two-thirds say sustainability information on products should be certified by an independent organisation. Nearly as many prefer to choose products that do not damage plants and animals.
- Australia’s top concerns: Economic difficulties are by far the #1 worry in Australia (56%); wars, conflicts & terrorism and disease/health issues are #2 (43%).
- Biodiversity is the top forest concern across the region: The loss of plant and animal species is Australia’s top forestry issue, 14 points above the Asian-Pacific average.
- Understanding of FSC: Almost half of Australian consumers have a good understanding of what the FSC label stands for. Among the Recognisers of FSC, nearly two thirds have a good understanding.
- Brand trust upside: Two thirds of Australians say their trust in a brand would be very positive or positive if it promoted/supported/offered FSC-certified products; among FSC recognisers, it’s more than 3 in 4.
Forests remain where people feel climate change most directly
While ‘climate change’ may rank lower as an abstract global issue in the 50-country snapshot, across the forestry module markets, the impacts felt through forests –wildfires, droughts, floods, and biodiversity loss – rank among the top concerns within the forestry sector. ‘Loss of plant and animal species’ and ‘deforestation’ consistently appear among the most pressing forestry issues in those markets.
Together, these results reinforce forests’ dual role as frontline climate arenas: they are highly vulnerable to climate change and essential to tackling it.
Consumers still act on climate at the checkout
Despite slipping concern levels, consumer behaviour reveals strong climate values, with 72% of global consumers across 29 markets saying they prefer products that do not harm plants or animals.
Even if climate change isn’t always top of mind, people are increasingly voting with their wallets. They want sustainable choices – and they reward brands that can prove their impact, said Helen Chepkemoi Too, Senior Director of Markets at FSC.
Importantly, recognition of the FSC label correlates with higher levels of trust in brands, showing that climate-conscious choices are a powerful driver of loyalty and reputation.
Regional highlights
- Asia Pacific: South Korea registers the highest levels of climate change concern of the 50 countries surveyed, while Japan and Thailand see rising concern. Australia and China recorded the sharpest decline in concern.
- Latin America: Illegal logging ranks first in the regional average (25%) for forest-related concerns. Latin America is also the only region where both forest fires and deforestation rank among the top environmental concerns. In Brazil, climate change concern has nearly doubled since 2022 (18% → 33%).
- Africa: Public concern for climate change fell sharply in Kenya by 12 points since 2022 (42% → 30%).
- North America: In Canada, climate change concerns dropped, even as wildfires (46%) dominate people’s immediate forestry fears.
Why this matters
As wars, pandemics, and inflation dominate public debate, climate change risks sliding out of political and consumer consciousness. Yet at the same time, people clearly want sustainable products and see the loss of plant and animal species as the greatest forestry-related concern, with a majority expecting companies to ensure that their products do not contribute to deforestation.
FSC calls for integrated strategies that address environmental action alongside social and economic security – ensuring climate solutions are not deprioritised in the face of crises.
These findings are being debated this week at the FSC General Assembly, where global stakeholders are gathered to shape the future of responsible forest management and its role in tackling climate emergencies.