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The study reveals that the world’s population remains as concerned as ever about the effects of climate change. Across all countries surveyed in the three rounds of research conducted by Synovate, 30% of people in 2010 and 2008 said they were ’very concerned’ about climate change, versus 29% in 2007.

Interestingly, there was an increase in the percentage of people who aren’t concerned about climate change at all because they believe it’s just part of a natural cycle of events. Nine percent of those surveyed this year compared to 4% in 2008 are not worried, no doubt at least partially influenced by the several groups who have questioned the validity of the concerns around climate change over the past year.

Steve Garton, global head of media research at Synovate, said: "The issue of climate change has continued its rough ride since our last climate change survey in 2008. Global conferences that have been organised to tackle the challenges have struggled to reach a meaningful consensus whilst the underlying science has been questioned by some. At the very least, the most important beliefs of the impacts relating to climate change have not been made simple and clear enough to people around the world"

Erik Bettermann, Deutsche Welle Director General, believes that the media has a huge responsibility: "The media must provide an objective and comprehensible view of the main topics for the future. At the same time, it will become even more important for journalists to advocate action from individuals with well-researched articles. They have to create a forum for the exchange of ideas and opinions and can’t get sucked in by people wanting to sell questionable catastrophe scenarios or by those who prematurely say the coast is clear"

In the latest survey, countries with the highest number of people reporting they are ’very concerned’ about climate change include Colombia (69%), Ecuador (59%), and China (58%, which is more than double the 26% of Chinese who were very concerned in 2007).

Darryl Andrew, CEO for Synovate China, said: "The Chinese Government is well aware of the need to address the challenges they are facing in order to preserve the environment for future generations, whilst balancing the need to ensure China continues on its path for economic growth. Government has been behind many initiatives at the grassroots level, not only to raise awareness of the need to protect the environment but also enact changes in behaviour.

"Consequently, there have been policies developed including monetary incentives to force a dramatic reduction in plastic shopping bags and cash incentives for purchasing cars with smaller engine sizes and/or alternative fuel vehicles, along with many others. The Government has pursued these policies whilst also putting in infrastructure to support them and, simultaneously, launching an education campaign targeting consumers. There is no better statement of this than the International Expo in Shanghai with the theme ’Better city, Better life’, and some of this revolves around the sustainability of future urban development"

The vast majority of those surveyed (88%) feel that companies have a responsibility to help reduce climate change. This was highest in China (98%) and France (94%).

In response to how they should do this, the top answer was ’save energy and reduce waste’ (70%) followed by ’ensure materials are green and ethically sourced’ (58%).

Garton said: "Companies around the world have been told by consumers (and their wallets) over the past few years to examine how they can become more efficient whilst also ensuring the goods they produce are healthy for the individual and the planet"

According to Andrew, "The general population in China is not ignorant of the damaging effects of irresponsible manufacturers with respect to their lack of treatment of waste and by-products of their manufacturing processes. The wider population fully believes the responsibility rests with those who profit from these actions. While there is a China equivalent of the Environmental Protection Agency (EPA), there is still work to be done to sharpen the teeth of the agency to effect change.

"However, there are many manufacturers in China, such as Coca-Cola and McDonalds, who are trailblazers in environmental initiatives. Coca-Cola has a high target for water retention in their manufacturing process while McDonalds in China dispensed with polystyrene packaging for their burgers years ago. And of course Philips has been championing its low energy demand light bulbs.

"Locally, BYD is a company in China that everyone is watching due to their commitment to producing battery powered vehicles for private vehicles and public transport; they’re unmatched anywhere in the world. There is an insatiable thirst for private car ownership in China - this is what propelled China to become the biggest car market in the world, surpassing the US. Whilst there is a profit motive for BYD, they are set to prove beyond doubt that there is a sustainable solution for the environment at the same time"