What Australians really think about climate

Australians care about climate action, but most research fails to explain why good intentions rarely turn into action. Jenny Maginess, founder of G+S Communications, set out to close that gap.

Through 200 conversations, her team created Climate Sentiment in Australia 2025, a national study that shows where people hesitate, what they still believe in, and how communicators can meet them where they are.

Post-climate research captures what people think they should say, not what they actually believe. Jenny wanted to move beyond surveys and the "right" answers and see how Australians talk about climate when no one is watching. She used Juno to discover true attitudes and barriers that could shape smarter communication.

Here's how they structured the study using Juno:

• Ask about values, daily behaviors, and trade-offs.
• Let conversations surface contradictions, not just consensus.
• Publish a credible, public-facing report with findings and next steps.

The study revealed a detailed picture of how Australians think and behave around climate action. People care deeply but feel stuck between genuine intention and friction.

• Care exists, but limits apply. Australians want to act but face pressure from rising costs and daily demands.
• "Trustworthy" and "authentic" are no longer persuasive. People want proof, not positioning.
• Consistent behavior happens at home, particularly recycling, while broader action stalls.
• Climate divide is growing. Many believe individual efforts make little difference compared to government and industry action.
• People want more clarity. They are more likely to act when they understand the outcomes and the pathway.
• The desire to do more is there, but people lack clear, simple ways to act.

G+S used these findings to guide where communication needs to change. Climate action must start with people where they are — with cost, trust, and habit — and meet them with transparency and practical steps.

The Climate Sentiment in Australia 2025 study gave policymakers, brands, and communicators a grounded view of how Australians think about climate action. The study was rigorous enough to publish and credible enough to inform strategy. It gave them volume, depth, and clear evidence.

G+S used Juno to run 200 conversations and the structure to turn them into a clear national story.

The result is a new model for public insight that speaks plainly about cost, trust, and behavior, and shows how climate research can drive real change.