TGM Global Sustainability Report

The planet matters more than ever.
18,985 voices. 34 countries. A global rethink on sustainability.

SUSTAINABILITY InsightS 2024 - Introduction Banner

55%

of respondents believe climate change will seriously affect future generations.
52%

of respondents regularly recycle (e.g., sorting waste, using recycling bins, etc.)
High cost

is the biggest barrier holding back 43% of people from making greener choices.

From Concern to Action – The 2024 Sustainability Report You Need

Sustainability is no longer a niche concern. It’s a global necessity. Amid growing climate risks and escalating consumer expectations, individuals and brands alike are seeking actionable strategies to reduce their footprint.

TGM Sustainability Report 2024 goes beyond surface-level sentiment. Backed by over 18,985 voices across 34 countries, it reveals what people really think, feel, and do about sustainability, from recycling habits and packaging preferences to climate anxiety and carbon reduction behavior. Whether you're a brand trying to connect with value-driven consumers or a policymaker designing change, our data empowers you to act with clarity and confidence.

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* Use the interactive map above to understand specific sustainability insights in each country.

What You Get from the Study

Behavioral Landscape

In-depth insights into sustainable behaviors across demographics.
Sustainable Actions

An overview of how people are adopting everyday practices to reduce their environmental impact.
Climate Concern

A breakdown of how different age groups and regions perceive climate risks.
Barriers and Motivators

The real reasons why people choose to act (or not) on sustainability.

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Selected Insights from
the TGM Global Sustainability Report 2024

Get a snapshot of real sustainability behaviors, awareness gaps, and motivators influencing greener choices.

TGM Global Sustainability Insights 2024 - From Concern to Everyday Action

Climate Concern Is High, But So Are the Barriers

Sustainability has moved from the fringe to the forefront. Globally, nearly half (47%) of respondents are extremely or very concerned about climate change, and over 80% believe it will severely impact future generations. This concern is translating into action: 52% recycle at home or work, and 49% reduce their home energy use.

But despite good intentions, barriers persist. High costs remain the top hurdle, followed by lack of local recycling access and insufficient information. Interestingly, while 69% are aware of recycling as a practice, only 49% understand the broader 3R concept (Reduce, Reuse, Recycle), pointing to an education gap.

Download TGM Global Sustainability Report 2024 mini version for free to uncover what’s motivating climate-conscious behavior and what’s holding it back.

Travel Websites Remain Europe’s Go-To Resource

Sustainability Awareness Is Not Enough in Europe

Europe leads the way in sustainable awareness. Reusable bags (60%) and avoiding plastic (50%) are well-established behaviors, and belief in climate risk is high given 80% say future generations will suffer major harm from climate change.

However, that concern doesn’t always translate into action. 46% of Europeans cite high costs as the primary reason they hold back from buying sustainable products. Even with infrastructure and knowledge in place, cost-sensitive consumers require more affordable green alternatives.

Download Europe Sustainability Report 2024 mini version version for free to understand how policy, awareness, and economic pressure interact across the region.

In APAC, 43% of respondents prefer budget accommodation

Sustainability Intent Is Rising in APAC, , But Retail Gaps Stall Progress in Green Transition

In Asia-Pacific, sustainability is gaining ground in daily life. Using reusable bags for shopping (58%) and avoiding plastic (51%) are growing habits, especially among younger (18–24) and older (55+) consumers. Many are adopting everyday actions like using reusable shopping bags or choosing eco-friendly packaging when available.

Despite good intent, APAC consumers face consistent barriers. A notable 71% report difficulty accessing recycled products, pointing to persistent challenges in supply chain and affordability. APAC’s green choices are often urban-centered, with less uptake in rural or alternative lifestyle sectors.

Download APAC Sustainability Report 2024 mini version for free to explore generational shifts, retail gaps, and key motivators in one of the world’s most dynamic markets."

34% of respondents plan to travel within the Middle East

Climate Engagement Gains Momentum in the Middle East

Sustainability is becoming a stronger priority for Middle Eastern consumers. Specifically, 59% of consumers show moderate to high interest in adopting sustainable practices and addressing climate change. Recycling and public transport use are on the rise, signaling a shift in habits, especially in more urbanized regions.

Yet availability remains an issue. Around 25% report limited access to sustainable goods in their local markets, pointing to a supply and distribution gap that must be addressed to meet growing demand.

Download Middle East Sustainability Report mini version for free to explore deep insights into how the region’s youth are shaping a more climate-conscious future.

The Rise of Tech-Savvy Travelers in LATAM

Collective Action Sparks Eco-Commitment in LATAM

In Latin America, consumers are taking visible steps toward sustainability. Notably, 51% of respondents are always willing to or occasionally participate in environmental events, signaling a rise in collective engagement alongside personal habits. This growing momentum reflects a shift toward shared responsibility and purpose-driven behavior across the region.

Still, affordability remains a concern. 31% of respondents hesitate to buy eco-friendly products because of cost, and 27% lack clear information about recycling practices. Education and financial access will be key to accelerating behavior change.

Download LATAM Sustainability Report mini version for free to learn how to reach and support this digitally connected, eco-curious audience.

Africa’s Climate Awareness Is Strong at the Core, But Barriers Slow Progress

African consumers show a strong awareness of climate threats, with 87% believing the world will be harmed, 86% citing national impact, and 84% concerned for future generations. Local and personal risks are also top of mind, highlighting a region-wide sense of urgency.

Still, progress is uneven. Concerns about high costs (50%) and lack of availability (36%) hinder wider adoption of recycled goods. What’s clear: the intent is there, and with better infrastructure and access, sustainable habits could scale quickly.

Download Africa Sustainability Report 2024 mini version for free to discover how this high-potential region is balancing ambition with structural realities.

Looking for In-Depth Sustainability Insights by Country?

Check our country reports to access sustainability trends tailored to your country.

TGM Sustainability Insights 2024 | Data in Europe

TGM Sustainability Insights 2024 | Data in APAC

TGM Sustainability Insights 2024 | Data in MENA

TGM Sustainability Insights 2024 | Data in LATAM

TGM Sustainability Insights 2024 | Data in AFRICA

TGM Sustainability Insights 2024 | Data in USA

USA

Power Your Sustainability Decisions With TGM Research

Built by research experts

With 11,700+ report downloads from 2024, TGM is the go-to partner for NGOs, policymakers, and mission-driven brands seeking trusted insights and strategy.

Data you can rely on

Powered by 18,985 verified respondents across 34 countries, our data is representative, credible, and ready to drive bold decisions.

Local depth, global scale

Our localized panels ensure cultural relevance and market depth for analyzing APAC behavior or tracking climate concern in Europe.

Tailored solutions for changemakers

From sustainability sentiment to green campaign testing, our research solutions are built to accelerate action and measurable impact.

Ready to Drive Climate-Positive Change?

Gain a strategic edge by understanding what drives consumer behavior on sustainability.

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Methodology

The TGM Global Sustainability Report 2024 is based on a large-scale quantitative survey conducted across 34 countries, targeting a representative sample of adults aged 18 to 55+. Designed to uncover how people think, feel, and act on sustainability issues, the survey explores sustainable behaviors, climate concerns, everyday eco-practices, and barriers to action for 2024.

Survey Methodology: online interviews (CAWI – Computer-Assisted Web Interviewing)
Sample Size: 18,985 participants
Age Groups: 18–24, 25–34, 35–44, 45–54, 55+
Country Coverage: Austria, Belgium, France, Germany, Ireland, Netherlands, Poland, Portugal, Romania, Serbia, Spain, Switzerland, Turkey, UK, Ukraine, Argentina, Brazil, Chile, Colombia, Mexico, Peru, Australia, India, Indonesia, New Zealand, Philippines, Singapore, Thailand, Vietnam, Nigeria, South Africa, Saudi Arabia, UAE, USA.
Data Weighting: Results have been weighted to reflect national demographics for accurate market representation.