A Look Inside Madrid’s Climate Attitudes and What They Mean for Change

Madrid has pledged to be carbon neutral by 2050, but how do its residents feel about climate action today? While policies shape the city’s future, real change depends on people’s perceptions and behaviours. Do people see the climate crisis as urgent? Are they aware of the actions that make the biggest impact? And crucially, do they know that many others share these same concerns?

These are the kinds of questions the CERNA assessment is designed to answer. CERNA, a tool developed as part of the Horizon 2020 project PROBONO, explores community beliefs, social norms, and awareness around climate action.

In March 2024, the CERNA assessment was conducted in Madrid, gathering responses from a representative sample of 400 residents. The survey focused on understanding three areas: the actions people believe are most effective for energy savings and reducing CO₂, what people think others expect of them regarding climate action, and whether they feel their climate concerns are shared by others. The results revealed some surprising insights into how Madrid residents view climate action.

What People Believe About Climate Action, And Where They Get It Wrong ?

One of the standout findings was a gap in awareness. Many Madrid residents believe actions like turning off lights are among the most effective ways to save energy. However, the bigger impact actually comes from choices like reducing car use or improving home heating efficiency. By understanding where these misconceptions lie, we can concentrate efforts on actions that truly make a difference.

Actions believed to be most effective to save energy in Madrid versus their actual effectiveness.

Social norms play a powerful role too. The survey found that many people are motivated by what they think their close friends and family believe about climate change. When residents feel their social circle cares about the climate, they’re much more likely to act. This shows how important it is to make shared climate concerns visible across the community.

Perceived levels of concern about climate change among oneself, important others, the national population, and the EU population.

A third, surprising insight was the presence of a phenomenon called “pluralistic ignorance.” Many people in Madrid are highly concerned about climate change, but they mistakenly assume that others don’t feel the same way. For instance, while 74% of residents expressed strong concern about the climate, they believed that only about half of their fellow citizens shared this level of concern. This misconception can hold people back from acting for change, as they feel alone in their views. PROBONO’s goal is to lift this “false social reality” and show residents that they are, in fact, part of a supportive majority.

Next Steps

CERNA’s findings in Madrid shape two clear goals. The first is to lift the illusion of being in the minority by showing people that their concerns are widely shared. This helps encourage collective action, as people feel less isolated in their views.

The second goal is to clear up confusion about which actions matter most, therefore guiding residents to prioritise those with the highest impact.

To put these goals into action, PROBONO is rolling out strategies tailored for both citizens and policymakers. For residents, materials such as posters and social media updates, in addition to local events will focus on debunking myths and highlighting high-impact climate actions, which makes the information accessible.

For policymakers, PROBONO will provide briefings, webinars, and summaries that convey the public’s views on climate issues. These resources will offer insights that can inform future policy discussions and connect decision-makers with the true priorities of residents.

Additionally, CERNA’s results will be incorporated into a digital twin model , a virtual tool that helps city planners and decision-makers test different climate strategies before implementing them in real life. It allows them to see how potential changes, like new policies or urban developments, could impact communities. (Read more about Digital Twins)

The CERNA assessment sheds light on where climate perceptions stand and, importantly, where they can go. By lifting pluralistic ignorance and clarifying impactful actions, we can help residents like those in Madrid tap into their shared concerns and make it possible to move from awareness to action. These findings set the stage for residents and policymakers to align on practical, effective steps - steps that, over time, may bring about genuine, lasting change.  Misinformation slows down climate action. CERNA’s insights can help shift the focus to what truly works. Share what you’ve learned and help others prioritise the actions that make the biggest impact.

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