What if most people around you quietly wanted stronger action on climate change, but you didn’t realize it? That’s the idea behind The 89 Percent Project, a global journalism initiative launched in April 2025. It’s based on research covering 125 countries, showing that 80–89% of people worldwide think their government should do more about climate change.
Here’s the catch: most of those people don’t know they’re part of such a big majority. Many think they’re in a small, powerless minority. This “perception gap” – behavioural scientists call it pluralistic ignorance – matters, because when we believe others don’t care, we’re less likely to speak up ourselves. And silence makes the problem invisible.
How Japan fits in
In Japan, the survey found 87% want stronger climate action. That’s almost nine out of ten people, and very much in line with the global average.
And yet, climate change remains largely absent from everyday conversation: a 2023 Reuters Institute study found that 29% of people in Japan have never talked about climate change with friends or family, compared to just 11% globally. If you rarely hear the topic discussed in your own circles, it’s easy to underestimate how many people actually care.
This concern isn’t very visible in Japanese politics either. In the July 2025 parliamentary election, climate change barely made the agenda. Public debate focused heavily on immigration and the economy, while climate action, despite its importance to nearly nine out of ten voters, was absent from major speeches and televised debates.
Look elsewhere in Asia, and the picture is similarly strong: in many neighbouring countries, public support for stronger climate policies is also in the mid-to-high 80s or more, showing that climate concern is not just mainstream: in much of the region, it’s close to universal. By comparison, the United States is one of the lowest among surveyed countries at 74%. This is still a strong majority, but far from the near-unanimity seen in much of Asia.
Why the gap matters
This mismatch between public opinion and public conversation feeds on itself. If you rarely hear climate mentioned by political leaders, colleagues, or friends, you might assume it’s not a priority. And if you think you’re in the minority, you’re less likely to bring it up.
Behavioural science shows how powerful these perceptions are. In the study that inspired the 89 Percent Project, 69% of people worldwide said they would be willing to donate 1% of their income to fight climate change. But when asked to guess how many others would do the same, they gave much lower numbers. That underestimation discourages collective action even when, in reality, most people are ready to act.
Breaking the silence together
So how do we close the perception gap? One way is to create spaces where people can discover and feel that they’re not alone. That’s where workshops like Climate Fresk or 2tonnes come in.
Climate Fresk is a collaborative, science-based workshop that uses cards to explain climate change in just a few hours. But it’s not a lecture. By design, it gets people talking. Participants work in small groups, discussing the links between causes and effects, sharing reactions, and brainstorming solutions together.
That format has an unexpected side effect: it makes climate concern visible in the room. Someone who thought they were the “only one who cared” hears others voice the same worries and ideas. We’ve seen it happen countless times. Many participants tell us they discover they’re not alone in caring about climate change.
This kind of experience matters, because when you realise you’re part of a majority, it’s easier to raise your voice, at work, in your community, and in the voting booth.
Making the 87% count
Japan’s 87% is a huge majority worth celebrating. But numbers alone won’t change policy: visibility and connection will. The more people see that others share their concerns, the harder it becomes for decision-makers to ignore them.
That’s why initiatives like The 89 Percent Project and interactive workshops are complementary. The first shows the scale of the silent majority. The second helps turn that silent majority into an active, confident one.
If you’re curious to see what that feels like, join a workshop (see our upcoming events here). Bring a friend or a colleague. Start a conversation. You might be surprised at how many people are ready to stand with you and how close we already are to a true tipping point.
Ichigo Bloom offers climate and biodiversity collaborative workshops such as the Climate Fresk and the Biodiversity Collage, to raise awareness and ignite change within organizations in Japan.
