23 CONSUMERS DON’T WANT TO PAY MORE FOR CLIMATE - FRIENDLY SOLUTIONS 2021 Edelman Trust Barometer Special Report: Climate Change. CLI_ RFB . You are about to see a series of two choices. For each pair, we want you to choose the one that you are more likely to believe. General population, 14 - mkt avg. 69 % 77 75 75 74 72 72 71 69 69 69 65 64 63 56 or To increase their use, the burden should be on brands to make environmentally - friendly products cheaper the burden should be on people to be pay more for them Which are you more likely to believe? Global 14 2021 Edelman Trust Barometer Special Report: Climate Change