"Electric cars are the elite product for comfort ecologists"
*Which problems should German politics urgently address? Inflation, expensive living conditions, and high energy prices - that's the result of a large study by the Sinus Institute for the Friedrich-Ebert-Stiftung. Surprisingly, climate protection no longer touches many people: "They ask themselves if it's too expensive and if it actually does anything," says Sinus CEO Silke Borgstedt in the "Climate Lab" of ntv. A reason: Many people miss concrete personal benefits, such as falling prices. "People in rural areas just laugh about public transport, the Germany ticket, or the cargo bike. These solutions are supposed to help in everyday life, but they don't," says Borgstedt. "Instead, the kindergarten is closed, everything is getting more expensive, and then people are also supposed to do something for the environment."
ntv.de: Your study suggests that Germans are relatively indifferent to climate change. A surprising result, or?
Silke Borgstedt: Indeed. One must say that concerns are pronounced in all countries. Compared to others, however, we are relatively indifferent, especially against the backdrop of this persistent narrative: We are climate hysteria. This self-image is often reflected in focus groups: Germany has to save the world while others continue as before - even if it harms our economy.
That's not the case?
No. We are not more concerned than people in other countries and are not more willing to change, on the contrary. In international comparison, we often have this feeling that we are pioneers. For a time, one also basked in this role in the sense of: Hey, we are more advanced. Now that the implementation pressure is shifting to the population, resource-poor groups, but also middle milieus, are wondering if climate protection is too expensive and if it actually does anything.
What's behind that?
Southern European countries have more experience with changed climatic conditions. They know droughts, forest fires, and also water shortages. In Germany, however, one can still get by quite well. It is also sometimes provocatively said that we have done enough and that the others are now up next. But as said, two-thirds of Germans are still concerned about climate change, but other concerns are even greater: What will happen if we implement these measures? How will we be then? Will life become more expensive?
Those are the big concerns?
Inflation, expensive living conditions, and high energy prices are the issues that politics should address. Then comes climate change. In this type of list, it is even further down in Portugal, although they are very concerned about the consequences. Because the Portuguese also have major problems in healthcare, on the labor market, and with fair wages. National concerns are given more weight.
And push climate protection aside?
Exactly. We collected the data in April and May 2023. At that time, migration was not a dominant topic in Germany, but it is now. This prioritization is also what this research project is about: Each country has its own crisis ranking. In Eastern European countries, for example, corruption and the rule of law are considered more pressing problems that politics should address.
What does that tell you?
We not only asked about concerns and fears but also about possible measures and responsibilities to develop solutions. The central finding is that the differences between individual countries are not decisive for change, but the milieus that exist internationally.
Socio-cultural differences such as value orientation. In all countries, we have a mainstream or middle class that lives a normal life with a certain consumer inclination and fears having to give something up. We have intellectuals who support a long-term socio-ecological transformation, or precarious milieus with little money. In Western European countries, the differences between these lifestyles are more decisive than, for example, differences between Germany and France. It could therefore be a key to solving the problem if one thinks about themes like climate protection internationally along these groups and forges alliances or builds bridges there.
Although the sentiment in countries like Germany is that other things are currently more important than climate protection?
Yes, but one must highlight the social impacts of these eco-friendly topics: What does climate protection mean for social justice and my quality of life? Because even those who are less in favor of climate protection wish for a healthy nature and clean air when they imagine the ideal "Germany 2040". That's the first thing they mention. But these visions are not addressed by politics. Effects or successes of measures are communicated little - at least not in a way that reaches everyone. Many therefore ask in our projects: What does transformation look like when it's finished?
Is there a lack of vision?
Yes, but it must not be too big, but rather pragmatic: What does that mean for me in everyday life? Is my fuel cheaper? Do I not need any more? Great! If I communicate this plan, the pragmatic middle is also ready to invest in this goal.
In the case of energy efficiency renovation, one should not communicate that one can save 90 percent of emissions, but rather that one might never have to heat again and can save many heating costs.
Exactly. Local projects with a common goal work well if one involves the people, but not in the sense of these classic participation procedures. They are unpopular because many feel that only elites are sitting there discussing among themselves. Participation works if one asks for the need for mobility, involves people in profits or particularly favorable energy costs.
Change must be attractive?
Life must become easier, the ways shorter. This modern mainstream, this pragmatic middle that one must reach, wants "Green light" or "Eco light". Something that doesn't hurt. That's what people dream of. Instead, they wake up to a dysfunctional daily life where the kindergarten is closed, they can't get a loan, everything is more expensive, and everyone is frustrated. And then they're supposed to do something for the environment.
And the blame is shifted to climate protection?
Or people demand that the pressing problems be solved first, although they actually belong together. Electric mobility is sold as a success, but many people perceive it as an elite product for comfort ecologists who can easily afford it. They just spend more money and then go on their holiday again. It's similar with the heating question, which only affects homeowners. And about the public transport, the Germany ticket or the cargo bike, people in rural areas only laugh. These solutions are supposed to help in everyday life, but they don't bring anything.
Because there's not even a hourly bus on the countryside.
Exactly. The culmination of everything is shown by the Peruvian bike paths. They keep coming up in our surveys because we apparently do things for other countries that don't even work in Germany. That's the perception of the people. That's why it stays in the heads of the modern middle, although they know that it is not the main project of the traffic light coalition or that they have nothing to do with it.
How big is this group if it is so relevant for politics?
The group is quite large and diverse, encompassing a significant portion of the population. According to various studies and surveys, the pragmatic middle, which is open to change but expects clear benefits and pragmatic solutions, constitutes a substantial part of the electorate. This group is therefore highly relevant for politics, as it can swing elections and influence policy decisions. However, the exact size of this group can vary depending on the specific context and the questions asked in surveys.
The modern center makes up only ten to twelve percent of the population but plays a crucial role as a multiplier. This milieu has a strong bridge-building mentality to bring along the traditionally bourgeois milieu. Initially, the center was also skeptical of eco-topics as they seemed depressing. However, it picks up trends, transforms the corner museli into a power bowl, and suddenly change is cool, healthy, and looks good. This helps particularly in the nostalgic milieu which is extremely wary of change and has developed a sort of anger towards it. It watches the center very closely, hence its significant influence.
Clara Pfeffer and Christian Herrmann spoke with Silke Borgstedt. The conversation was shortened and smoothed out for better understanding. You can listen to the full conversation on the "Klima-Labor" podcast.
The Commission has acknowledged the concerns of resource-poor groups and middle milieus about the affordability of climate protection measures. Despite being relatively indifferent to climate change compared to other countries, two-thirds of Germans still express concern.
In order to address these concerns and foster support for climate protection, the Commission might consider focusing on communicating the pragmatic benefits of eco-friendly initiatives, such as lower energy costs or improved quality of life, rather than solely emphasizing emissions reductions.
