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Our social media is turning into real climate action – and here’s the proof

We’re delighted to share the findings from our latest Social Media Impact Monitoring Report.

This report shows something we’ve always hoped for. Our online posts are leading to real-world climate action.

Here’s what we learned from 138 of our followers who took part in our survey between 17 March and 15 April 2026.

Most of our followers are now on Bluesky Social

We have over 45,000 followers across all platforms.

As of April 2026, more than two thirds of them are on Bluesky Social.

7 out of 10 survey respondents follow us on just one platform. That’s fine by us – we’re grateful for every single one of you.

Our content helps people feel better – and do more

We ask our followers how they feel after reading our posts or watching our videos.

Here’s what they told us:

• 8 out of 10 feel more informed about climate change and climate action.
• More than half feel more motivated and better equipped to take action.
• Nearly half said they feel more hopeful about the future.
• 16% said they feel less anxious and less depressed about climate change.

We know climate anxiety is real. We’re proud to bring a little light and some positive news to those who are struggling.

Vast Majority of respondents has taken action

This is the part that makes us smile.

96% of respondents said they had done at least one climate action in the last 12 months because of something we posted (and the remaining 4 % had taken climate actions, but more than 12 months ago or not directly in response to engaging with our posts).

In total, our respondents took 751 actions – that’s more than five per person.

The most popular action was also one of the most important:

63% of respondents talked to someone about climate change or climate action.

That’s brilliant. Talking is a climate action in itself. The more people know about the solutions, the better.

Other actions included reducing energy use, eating less meat, walking or cycling more and switching to renewable energy.

What our followers think about AI

We’ve been experimenting with using AI tools to help make our videos over the last 12 months.

We only use AI for education, to raise awareness and when there’s no easy alternative (like finding a specific image).

We asked our followers if they agreed with this approach.

67% agreed or strongly agreed.
But a significant minority feel uncomfortable with it.

We’ve heard you. We will reflect on this and may change our approach going forward.

You gave us fantastic ideas

We asked how we could improve. Here’s a small sample of what you said:

• More interactive graphics and quizzes.
• More real-world success stories.
• Practical tips for low-income and disabled people.
• Podcasts.
• Outreach to schools.
• Short videos of climate marches and protests.

Thank you. We will consider every suggestion – especially if we can find more resources to make them happen.

The benefits are clear – for people and the planet

Our survey shows clear public benefit from our social media work.

For individuals:

• 85% saved money from cutting consumption, travel and energy use.
• 79% feel better informed.
• 70% reported better physical health.
• 54% said their mental health improved – less anxiety, less depression, more hope.

For society and the planet:

• Lower greenhouse gas emissions.
• Less pressure on the NHS from better physical and mental health.
• Better air quality and less noise.
• Improved biodiversity from diet changes.

The bottom line: social media posts are cutting carbon

We’ve drawn a direct line from our social media activity to real-world climate action.

We estimate that the 138 survey respondents alone have cut around 100 tonnes of carbon dioxide emissions per year as a result of engaging with our content.

That’s over 0.7 tonnes per person per year.

And many of those changes – like installing insulation, buying a heat pump, or flying less – will keep saving carbon for years.

Over 20 years, those 138 people could save 2,000 tonnes of CO₂.

Our survey respondents are among our most engaged followers, so we can’t simply multiply that by all 45,000 followers. But the total impact across everyone who sees our posts is undoubtedly substantial.

What happens next

We will keep monitoring our impact every year.

We’ll try to get more survey responses from people on different platforms, not just Bluesky and Twitter.

And we’ll keep posting – about 430 posts a week – to inform, encourage and inspire you to take meaningful climate action.

Thank you

To everyone who filled in the survey: thank you.

To everyone who follows us, shares our posts, or takes even one small action: you are part of the solution.

As we say on our website:

“When many small people in many small places take many small actions, they can change the face of the Earth.”

Keep going. You’re making a difference.

Read the full report Social Media Impact Monitoring Report 2026