With everything going on in some parts of the country at the moment (specifically Vic and NSW it would seem) – storms, earthquakes, reports of tornados – you’d be forgiven for thinking that we’re living in apocalyptic times.

It’s clear that the environment and nature is hurting and that the effects of climate change are real.

Given everything that has gone on over the past month, perhaps unsurprisingly new research from Nature, a strategic insights consultancy, reveals that the target, net zero emissions is a growing concern for Australians.

The research, which was conducted in early October reveals that 89% of Australians are familiar with the term net zero emissions (up from 84% over the past 3 months), and more than 4 in 10 believe the Government is largely responsible for ensuring Australia hits a concrete next zero emissions target by 2050.

Additionally, the research also reveals that 33% of Australians believe that the responsibility for achieving net zero emissions also rests with businesses and organisations, increasing the trend towards purpose-led businesses, such as “purpose first photographer”, Marnie Hawson.

Find out more about Hawson’s purpose-led business, here.

Nature’s research shows that more than three-quarters of Australians expect all businesses to be doing everything they can to be environmentally friendly.

However, while more than 60% of respondents say they think “very highly” of brands that are environmentally friendly, at the same time, 55% say the claims businesses make about environmental sustainability are confusing. 

“With the rising pressure on net zero emissions targets ahead of the UN Glasgow summit next month, Australians are becoming increasingly aware of the net zero emissions issue and their understanding is likely to rise,” says Nature Managing Partner, Chris Crook.

“Right now, consumers are confused about the claim’s businesses are making around net zero emissions, but their expectation remains high that businesses should be doing all they can for the environment.

“Purpose-led businesses have moved to the forefront of consumer conversation, and net zero emissions are a growing part of that conversation.”