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This year’s IPSOS Global Consumer Awareness Survey included 40,000 respondents across 50 countries, including two countries from our region: Slovenia and Croatia. The results point to shifting global priorities as war, conflict, and economic pressures increasingly overshadow environmental concerns. Climate change – despite the hottest year on record – has dropped to 31% in global worry, falling far behind the world’s dominant concern: wars and conflicts at 52%. Yet amid declining climate anxiety, the survey highlights an encouraging trend for responsible forestry.
Strong FSC Recognition in Both Countries
In Slovenia, prompted awareness of FSC reaches 57%, placing the label ahead of many competing environmental marks. A solid 53% of those who recognize FSC say they understand it well, indicating not only visibility but meaningful comprehension. Recognition of other sustainability labels – such as Rainforest Alliance – is also high, reflecting Slovenia’s broad familiarity with environmental certifications.
Croatia shows similar strength: 53% of consumers recognize the FSC label, with 57% of them reporting good understanding. This places Croatia among the better-informed markets globally and is particularly notable in a year when concern for climate change has declined.
Climate Change Declines as a Priority – But Sustainable Choices Persist
As in many European countries, both Slovenia and Croatia show climate change slipping behind more immediate fears. In both markets, 71% of respondents list wars, conflict, and terrorism as their top global worry. Disease and economic pressures also rank highly, pushing climate change into fourth or fifth place.
However, this reduction in perceived urgency does not reduce sustainable purchasing behavior. The survey confirms a powerful global trend reflected in Slovenia and Croatia: people continue to reward brands that demonstrate responsible sourcing:
- 43% in both countries would recommend FSC-certified products.
- 48% in Slovenia and 52% in Croatia would choose FSC-certified products over non-certified alternatives.
- 31% of Slovenians and 25% of Croatians are willing to pay more for FSC-certified products.
These findings underscore a consistent theme of the global report: even when climate change is not top of mind, consumers still care about forest protection, biodiversity, and avoiding products linked to environmental harm.
Trust in Certification Remains a Critical Anchor
Both countries show moderate trust in institutions, but certification systems – especially FSC – stand out as strong points of confidence. Slovenians express their highest trust in certification labels and environmental NGOs, while Croatians show similar patterns, though with more hesitation toward government and industry actors. In both markets, FSC serves as a bridge between environmental expectations and credible accountability.
Forests as the Place Where Climate Impacts Are Felt
Across the global report – and echoed in Central Europe – forests remain the context in which climate impacts feel most immediate. Loss of species, deforestation, droughts, floods, and wildfires rank among the most important forest-related issues. Even if “climate change” as a broad concept is losing visibility, concern about forest degradation is not.
Why This Matters
The IPSOS results highlight a defining paradox of 2025: while public worry about climate change may be fading, expectations for sustainability remain strong. Slovenia and Croatia illustrate this contradiction clearly. Despite geopolitical tension and economic uncertainty, more than half of consumers in both markets continue to recognize FSC, trust independent certification, and prioritize products that protect forests and biodiversity.
These findings reinforce an urgent message: climate action must be connected to the realities people encounter in their daily lives – forests, biodiversity, and the products they choose. Even in turbulent times, consumers in Slovenia, Croatia, and around the world continue to show that sustainability matters at the checkout.