Anxiety about environmental problems remains high at 78%. While 70% are willing to cooperate on environmental and social issues, 1 in 4 young people say 'it has nothing to do with me'.

Cross Marketing Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo, President: Mikoshi Igarashi) conducted the 'Survey on the Reality and Awareness of Environmental and Social Issues (March 2026 Fixed-Point Kokoro Style Research)' in March 2026, targeting 3,000 men and women nationwide aged 18 to 79. This survey is conducted as a fixed-point survey of actual conditions and awareness with the aim of capturing signs of changes in consumer awareness and lifestyles. This time, as the 'Environmental and Social Issues Edition,' we picked up and analyzed anxiety about environmental problems and awareness/attitudes, willingness to cooperate on environmental and social issues, social issues that require countermeasures, and corporate social responsibility (CSR) that should be prioritized.

Survey Results

[Anxiety about Environmental Problems]

Regarding environmental problems (global warming, deforestation, marine pollution, water pollution, air pollution, etc.), 29% 'feel anxious,' and when combined with 'somewhat anxious,' 78% feel anxious about environmental problems. The proportion of anxiety increases with age, with those aged 50 and over accounting for over 80%.

[Awareness of Environmental Problems and Willingness to Cooperate on Issues]

Awareness and attitudes towards environmental problems were assessed on a four-point scale. The proportion of those who 'strongly agree' or 'somewhat agree' is 83% for 'Environmental problems will become increasingly serious in the future' and 'It is necessary to build infrastructure that is resilient to disasters.' This is followed by 'Sustainable development that balances environmental protection and economic growth is important' and 'I feel anxious about the effects of global warming.' The proportion of agreement is high for many items and tends to increase with age, indicating persistent anxiety about future environmental problems.

Regarding environmental and social issues, 70% are willing to 'actively cooperate' or 'cooperate within their capabilities,' with those in their 60s and 70s showing a particularly high willingness of over 80%. On the other hand, among those in their 20s and 30s, 26% stated 'Countermeasures are being promoted by the national and local governments, so it has nothing to do with me.'

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