Only 60% of Americans are currently worried about global warming, vs 66% a year ago, according to a March 2009 Gallup Poll. The percentage of people who believe climate change has already impacted the planet is now 53%, down from 61% last year. Those saying it will never have any effect rose to 16% from 11%. What’s more, 41% now believe that global warming is exaggerated vs 35% a year ago and 30% in 2006.

       Beliefs about global warming vary widely with demographics. A large and increasing percentage of those over 65 years old believe it is “hype,” while the vast majority of 18-29 year olds remains convinced the issue is real and scary. Politics also play a role. Less than half of Republicans believe the earth is getting warmer, while 84% of Democrats, and 75% of Independents think that it is.

       Why do fewer people believe in global warming when more and more scientific data and media coverage support it? Some experts think it is because the economy has taken over our collective thinking to the exclusion of all else. Others assert that climate change has become highly politicized and points of view are now more emotionally driven. Both of those are true to some extent. But, we also worry that “green fatigue” may be setting in, as consumers overwhelmed with information and fear of greenwashing, decide to forget about it rather than figure it out.