Anxiety about environmental issues remains high at 78% - 70% willing to cooperate on environmental and social issues, but 1 in 4 young people feel "it has nothing to do with me"

Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; President and CEO: Miki Igarashi) conducted the "Survey on the Actual Situation and Awareness of Environmental and Social Issues (March 2026 Fixed-Point Kokoro Style Research)" in March 2026, targeting 3,000 men and women aged 18 to 79 across Japan. This survey is conducted at fixed points to capture signs of changes in consumer awareness and lifestyles. This edition focuses on environmental and social issues, analyzing anxiety and awareness/attitudes toward environmental issues, willingness to cooperate on environmental and social issues, social issues requiring countermeasures, and corporate social responsibility (CSR) that should be prioritized.

Survey Results 【Anxiety Level Regarding Environmental Issues】

Regarding environmental issues (global warming, deforestation, ocean pollution, water pollution, air pollution, etc.), 29% feel "anxious," and including those who feel "somewhat anxious," 78% feel anxiety about environmental issues. The percentage of anxiety increases with age, reaching the 80% range among those in their 50s and older.

【Awareness of Environmental Issues and Willingness to Cooperate】

Awareness and attitudes toward environmental issues were measured on a 4-point scale. The combined percentage of "Agree" and "Somewhat Agree" was 83% for "Environmental issues will become increasingly serious in the future" and "It is necessary to develop disaster-resistant infrastructure," followed by "Sustainable development that balances environmental protection and economic growth is important" and "Feeling anxious about the impact of global warming." The level of agreement is high across most categories and tends to increase with age, indicating deep-seated concern about the future of the environment.

70% of respondents are willing to cooperate on environmental and social issues, either "proactively" or "as much as possible," with the figure exceeding 80% among those in their 60s and 70s. On the other hand, 26% of those in their 20s and 30s stated that "Countermeasures are something the national and local governments should handle, and they have nothing to do with me."

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