Key Insights from the TGM Global Sustainability Report 2024

How APAC Consumers Are Powering Sustainable Change

92% of APAC consumers express concern about climate change, while 82% believe it will harm future generations. These insights reflect a region where environmental awareness is not only widespread, but increasingly active and personal.

Written by

Chi Bui

With a keen eye for market trends and a passion for creative strategy, Chi crafts compelling stories that help brands connect with global audiences more effectively.

According to the TGM Global Sustainability Report 2024, climate concern is nearly universal. However, what sets the region apart is a visible shift from intention to action. Whether through individual routines or digital engagement, APAC consumers are embracing sustainability as a daily lifestyle, driven by urgency, connectivity, and community values.

Sustainability Attitudes: Widespread Concern, Shared Responsibility

In APAC, climate change is viewed not as a distant threat but a present-day reality. A striking 92% of respondents say they are concerned about climate change, with consistent concern levels across age groups and genders.

This worry isn’t passive. 82% believe that climate change will harm their communities and future generations, reflecting a widespread readiness to support preventive action. For governments and organizations, the takeaway is clear: the region is primed for impact-driven, people-powered solutions.

Lifestyle Choices: Everyday Actions Matter

Lifestyle choices are where APAC’s environmental intentions begin. When asked which green practices they prioritize, 26% rank minimizing water usage as their top daily sustainability action, a signal that conservation is becoming a practical habit, not just an ideal.

Other widely adopted practices include using reusable bags, reducing plastic, and cutting energy use. These behaviors show that environmentalism in APAC is rooted in tangible, repeatable acts, especially among older consumers who lead in consistent eco-friendly routines.

26% of APAC respondents minimize water usage in their daily life

From Digital Advocacy to Conscious Consumption

30% of APAC respondents avoided buying products from environmentally unfriendly companies

The region’s digital fluency is playing a major role in scaling sustainability. In APAC, 30% of respondents avoid purchasing from brands with poor environmental reputations, while others are participating in community clean-ups or signing online petitions.

This rising form of consumer activism is supported by high mobile penetration, making digital platforms a powerful avenue for awareness, pressure, and change. For brands, this means that reputation and transparency are no longer optional; they’re essential.

Sustainable Choices Are Driven by Personal Values

Across APAC, individual values are becoming a powerful force behind sustainable actions. When asked what motivates them to choose recycled products, 63% of respondents pointed to environmental protection as their primary reason, far surpassing other drivers like cost savings or social influence.

This signals that sustainability is no longer just a trend: it’s a conscious, values-led decision. Consumers are making everyday choices based not only on price or convenience, but on the impact those choices have on the planet.

63% of APAC respondents claimed environmental protection as their primary reason for using recycled products

Implications for Brands and Policymakers

Sustainability in APAC is progressing from idea to implementation. While barriers such as high costs and limited access to sustainable options remain, consumers are demonstrating an encouraging willingness to engage, adapt, and lead.

For businesses and policymakers, now is the time to:

Develop affordable, accessible eco-friendly products and packaging
Support digital campaigns that educate and activate consumer action
Partner with community programs to localize environmental efforts
Make sustainability part of everyday retail and brand interactions

Want to explore how concern becomes climate action in APAC? Download the free Mini TGM APAC Sustainability Report 2024 to uncover what’s driving eco-conscious decisions across the region—from everyday routines to brand expectations.

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