Germany: How To Reach The Hardest-To-Reach Climate Target Group

Low-Income Households in Eastern Germany

In Eastern Germany (the former German Democratic Republic, GDR), a complex challenge emerges at the intersection of socioeconomic struggles and environmental concerns. This region, encompassing states like Saxony, Thuringia, and Brandenburg, is characterized by a high prevalence of low-income households (salaries in the west are on average 16% higher, Gehaltsreport 2025).

Historically affected by the economic upheavals following reunification, many communities continue to grapple with high unemployment rates, and economic stagnation. Eastern Germany generally has a more rural population with lower levels of formal education compared to Western Germany. The region also tends to be older and experiences higher youth unemployment rates. After the collapse of the Soviet Union, many highly skilled and motivated individuals migrated westward, which further impacted the sociological makeup of the area. This migration has worsened existing structural issues, such as shortages of medical professionals and deteriorating infrastructure. Also, energy costs continue to occupy inhabitants in the East. A recent analysis by price comparison website Verivox found that households in Eastern Germany on average pay almost a quarter more for energy than those in the West if adjusted for purchasing power.

This socioeconomic landscape profoundly influences attitudes toward climate change. Perceptions of unfair cost distribution and higher distrust in public institutions contribute to this reluctance, especially in the East. For many residents, the topic of climate change is viewed as distant or ideologically driven, often perceived as disconnected from immediate economic realities. According to research from the Ariadne Project, East Germans are more skeptical of concrete climate actions, such as carbon pricing, banning combustion engines, or levies on building emissions. Most strikingly is the difference in support for coal mining phase-out, with differences of up to 60% of support rate when comparing the Western and Eastern states. Eastern coal mining regions show the lowest acceptance, and in some areas, support for moving away from coal is even declining, contrary to national trends.

The rise in popularity of the Alternative für Deutschland (AfD), a right-wing populist party, further exemplifies this sentiment. The AfD has gained significant support in the last years, especially in the East, by emphasizing anti-immigration rhetoric, skepticism toward the European Union, and concerns over job security and economic stability. These messages often frame climate policies as threats to local jobs and economic growth, leading to widespread climate change skepticism and resistance to initiatives perceived as costly or disruptive.

To foster meaningful engagement with climate action in these communities, we need strategies that resonate with their immediate concerns, build trust, and demonstrate tangible benefits. Here are two concrete proposals designed to work within existing community structures and directly address economic interests:

Proposal 1: Community Energy Efficiency and Savings Campaign
This initiative aims to provide free or subsidized home energy audits, followed by low-cost or no-cost retrofits such as insulation, draft proofing, and energy-efficient lighting. The core idea is to demonstrate how simple upgrades can significantly reduce household energy bills—addressing one of the most pressing economic concerns for low-income families. By partnering with local utility companies, tradespeople, and community organizations, the campaign can deliver these measures efficiently and at low cost.

Implementation would begin with forming partnerships and securing funding—possibly through regional, national, or EU grants—and training local tradespeople to carry out audits and retrofits. The campaign would be promoted via local radio, community centers, and door-to-door outreach, ensuring broad access and engagement. Over the course of 18 to 24 months, these efforts would result in tangible savings for households and foster a sense of empowerment—showing residents that climate solutions can directly benefit their wallets. Success would be measured through the number of households receiving audits and upgrades, energy savings, and community satisfaction surveys.

Proposal 2: Trusted Messengers and Community Demonstration Projects
This project involves identifying and training local community leaders, tradespeople, and organizations to promote sustainable practices through visible, small-scale projects. For example, installing community solar panels, establishing urban green spaces, and upgrading public street lighting with energy-efficient technology. These projects serve dual purposes: they create tangible community benefits—improved environment, safety, and visual appeal—and act as powerful demonstrations to counter skepticism.

Implementation would start with stakeholder engagement—bringing together local officials, environmental NGOs, neighborhood groups, and businesses—selecting sites for demonstration, and training trusted community figures to advocate and explain these projects. Community events and open tours would showcase the benefits, encouraging residents to participate and adopt similar practices on their own. These micro-projects, small in scope but high in visibility, would be completed within a year, with ongoing community engagement expanding their impact.

The key to success lies in showing immediate, visible benefits that foster pride and ownership among residents. The projects’ progress and community involvement would be measured through the number of installations, participation rates, and attitude surveys, tracking their influence on community perceptions.

These proposals are designed to be cost-effective and scalable, capitalizing on existing resources, local trust, and community buy-in. Funding could be accessed through regional, national, and EU sources, with local governments and grassroot organizations taking the lead. The process involves initial planning, stakeholder engagement, pilot implementation, and evaluation, with steady expansion based on positive outcomes.

In summary, by focusing on accessible, visible, and immediately beneficial projects, these initiatives could gradually shift attitudes and build support for sustainable development among skeptics and disengaged low-income inhabitants. They embody a practical, inclusive, and empowering approach—demonstrating that climate action is not just about emissions reductions but about improving everyday life and local resilience.

Key organizations to contact to implement these proposals:

One organization that could play a role in orchestrating these proposals is Climate KIC. In their own words, Climate KIC is Europe’s leading climate innovation agency and community dedicated to building climate-resilient societies and combating the global climate crisis. Its mission is to create more sustainable futures for communities worldwide through innovative solutions. They also have a chapter in Berlin, that could be contacted through germany@climate-kic.org.

Perhaps in collaboration with the Ariadne Project, for a more scientific “action research” approach. In their own words, the Ariadne project aims to identify effective measures for achieving climate targets through the energy transition. It examines strategies, policy instruments, and their systemic and sectoral impacts to ensure both efficiency and social fairness. The project actively involves politicians, stakeholders, and the public to foster joint learning and decision-making. They could be contacted through ariadne-presse@pik-potsdam.de.

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