The Cost of Going Green: A Reality Check for Consumers and Governments

Hard-pressed consumers are pushing back against pro-climate measures due to the costs they impose on already stretched household budgets. While polls show that an overwhelming majority believe climate change is a problem and support policies to address it, support starts to decline once green policies come into force and people experience their costs. This resistance is evident in the waning demand for electric vehicles (EVs) and the limited adoption of heat pumps. However, delaying the implementation of net-zero measures will ultimately hit consumers' pockets harder in the long run and cost the planet dearly. Governments must ensure that the upfront costs of reaching net zero do not burden the poor, even if it means wealthier individuals paying more.