A new global study presented during the ongoing Forest Stewardship Council’s (FSC) General Assembly has revealed a shift in global priorities.
According to the 2025 Global Consumer Awareness Survey, which was commissioned by the FSC with Ipsos, a majority of people (52%) surveyed across 50 countries are preoccupied with war and conflicts, pushing the overarching threat of climate change, at 31%, into a distant second place.
This was the case even after the world experienced its hottest year on record, suggesting that the growing crises, especially in Africa, are temporarily overshadowing chronic environmental dangers.
According to the survey, Kenya and South Africa are among the countries that recorded a decline in general climate concern. Since the last survey in 2022, public concern for climate change has fallen sharply in Kenya from 42% to 30%.
However, this masks a profound and targeted unease about environmental degradation, with a staggering 47% of Kenyans identifying deforestation as a top-tier issue, the highest level of concern globally.
In fact, 43% of respondents recognized the impact on climate change from forest loss, exceeding the global average of 35%. Furthermore, a significant 40% identified droughts and floods as a key threat, directly linking forest disruption to the extreme weather events that devastate livelihoods.
South Africa shows a similar pattern, where a moderate drop in climate concern exists as well. This is coupled with the highest level of anxiety in the region over the loss of plant and animal species, as 42% of respondents in the country expressed the highest concern among the three nations.
According to Annah Agasha, Deputy Director, FSC Africa, the shift has not completely taken focus away from the environment. “Even as global priorities shift, people here continue to care about forests and the livelihoods they sustain. They want transparency, fairness, and proof that the products they buy make a real difference,” said Annah Agasha.
It is clear that forests are the frontline where abstract climate risks become concrete human experiences. In fact, Subhra Bhattacharjee, FSC Director General, believes that people understand the pressure on the environment.
“When people see forests under pressure, they connect the dots between nature, water, and livelihoods. The message is clear: protecting forests isn’t just about trees, it’s about stability, resilience, and hope in a changing climate,” said Subhra Bhattacharjee.
Despite the churn of global crises, the ethos of ethical consumption remains robust. An overwhelming majority of consumers worldwide still seek out products that do not harm ecosystems. The survey states that 72% of global consumers prefer products that do not harm plants or animals. In Kenya, it’s even higher, as 79% of respondents insist that sustainability claims on products must be certified by an independent organization.
Ultimately, the survey delivers a critical message: despite great concern towards war and conflict, environmental crises have not been dismissed. Instead, concern has become more focused, localized, and practical.
People are connecting the loss of a forest to the floods that destroy their crops or the fires that threaten their homes. They are demanding that companies provide transparent, deforestation-free supply chains. The challenge for global leaders and businesses now is to craft integrated strategies that address the urgent crises of conflict and inflation without crowding out environmental stewardship.
