Study: One in three Finns do not trust the green transition – not all the benefits of the transition are recognised

Lack of understanding and disbelief in realization  

Sweco, a consulting company specialising in the green transition in built environment and industry, studied the understanding and attitudes of 2,000 Finns towards the green transition. The survey shows that Finns' understanding of the green transition varies. 41% said they felt they understood at least fairly well what the green transition meant, while one in three felt that they understood the issue poorly or not at all. The rest were unsure of their level of knowledge. 

Although half of Finns feel that the green transition is necessary for Finnish society, only a quarter are confident that it will happen. The number of people who are confident about the green transition is lower than the number of those who are not confident. The implementation of the green transition is particularly doubtful among older men. 

"There is an inconsistency in the attitudes of Finns, meaning that many consider the green transition important, but there is no credit for it yet. In the survey, well over half of Finns also said that they would like the topic to be discussed on a more understandable level. If high-quality information were more available in clear format, perhaps there would be more faith. This is an important message for us companies enabling the green transition and for the entire technology industry in Finland," says Erik Skogström, Division Director, Industry and Energy, Sweco Finland. 

The topic divides the opinions 

The green transition is regularly discussed in public, and according to the survey, half of Finns find this discussion useful. Finns are also interested in the topic, as every second respondent says they are interested in learning new things about the green transition. 

Although many people are open and interested in the green transition, it also provokes backlash: one in three Finns feels that they do not trust the green transition or its experts and think that the green transition is just the talk of politicians. 

"In addition to decision-makers, companies have a crucial role to play in the green transition. Everyone working with the topic should tell more about the solutions and make the positive effects more visible," Erik Skogström continues. 

Finns feel the green transition will increase the cost of living 

Despite the doubts, the effects of the green transition are seen as largely positive among Finns: as many as 82 per cent of Finns feel that the green transition will benefit Finnish society in some way. According to Finns, the green transition will have the greatest positive impact on energy production, climate change and transport. 

One in three Finns feel that the green transition will have a particular impact on the cost of living. A staggering 86 per cent of these Finns feel that the impact will be reflected in the rise in the cost of living. 

"In a time of inflation and general global uncertainty, this is not a surprising result. However, solutions for the green transition do not automatically go to consumers' pockets, but build society's crisis resilience. In addition to the energy transition that is already underway, sustainable urban planning and supporting biodiversity are at the core of the green transition," Erik Skogström says. 

The survey data was collected by Bilendi's consumer panel Nov 10–16, 2023. The study was targeted at Finns aged 18–74 and the final sample was built to be nationally representative of the population by age, gender and region (n = 2,000). 

Key takeaways from the study: 

• 41% feel they understand what the green transition means 
• 30% do not feel they understand what the green transition means 
• 50% consider the implementation of the green transition necessary for Finnish society 
• 29% do not consider the implementation of the green transition necessary for Finnish society 
• 28% are confident about the green transition 
• 34% are not confident about the green transition 
• Men (38%) are more distrustful of the green transition than women (29%), especially men aged 55+ (41%) 
• The green transition should be discussed in an understandable way: 62% agree, 9% disagree 
• I'm interested in learning more about the green transition: 50% agree, 21% disagree 
• I don't trust the green transition: 31% agree, 34% disagree 
• I don't trust the experts on the green transition: 30% agree, 35% disagree 
• The green transition is just talk from politicians: 31% agree, 35% disagree 
• 82% feel that the green transition will somehow benefit Finnish society, while 18% do not believe that the green transition will benefit Finns in any way 
• Of Finns who feel that the green transition will affect energy production (57%): 66% feel the impact is positive, 11% negative 
• Of Finns who feel that the green transition will affect climate change (44%), 77% feel that the impact is positive, 5% negative 

• Of Finns who feel that the green transition will affect transport (36%), 44% feel the impact is positive, 29% negative

• Of Finns who feel that the green transition will affect the cost of living (30%), 86% feel that the impact is negative, 7% positive