Kenya leads global concern for deforestation despite declining climate change worries – Forest Stewardship Council

KENYA – Kenya has emerged as the world’s most concerned nation about deforestation, even as overall public anxiety about climate change declines, according to the 2025 Global Consumer Awareness Survey released by the Forest Stewardship Council (FSC) and IPSOS during the FSC General Assembly.

The survey, covering over 40,000 respondents across 50 countries, found that war and conflict (52%) have overtaken climate change (31%) as top global worries following the world’s hottest year on record.

In Africa, responses from Kenya, South Africa, and Egypt revealed shifting environmental attitudes.

Kenyan concern about climate change dropped from 42% in 2022 to 30% in 2025, yet 47% of Kenyans still cite deforestation as their top environmental concern, the highest globally. Droughts and floods followed at 40%, far above the global average of 29%.

“When people see forests under pressure, they connect the dots between nature, water, and livelihoods,” said Subhra Bhattacharjee, FSC’s Director General.

“Protecting forests isn’t just about trees, it’s about stability, resilience, and hope in a changing climate.”

South Africans (42%) expressed the highest concern for biodiversity loss, while Egyptians (32%) ranked wildfires as their top environmental issue.

Global push for verified sustainability

The findings reveal that consumers continue to act on environmental beliefs through purchasing habits. Across the surveyed countries, 72% of consumers said they prefer products that do not harm plants or animals.

In Kenya, 79% believe sustainability claims should be independently certified, highlighting the country’s trust in credible, verifiable standards.

Several companies are responding to these concerns with innovation. Tetra Pak, for instance, has expanded its use of FSC-certified paperboard in aseptic packaging to promote traceable forest materials.

Unilever and Nestlé have both pledged to achieve deforestation-free supply chains by 2025, while East African Breweries Ltd. (EABL) recently partnered with local forestry initiatives to plant 1.5 million trees around critical water catchment areas.

Why it matters

As conflicts and economic crises dominate global attention, the survey warns that climate priorities risk slipping off the public and political agenda.

Still, Kenya’s results signal that forest conservation remains a cornerstone of environmental awareness.

“Even as global priorities shift, people here continue to care about forests and livelihoods,” said Annah Agasha, Deputy Director, FSC Africa.

“They want transparency, fairness, and proof that the products they buy make a real difference.”

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