Key Insights from the TGM Global Sustainability Report 2024

How MENA Is Turning Climate Concern into Collective Action

August 18, 2025

(Updated June 28, 2026)

Discover how the MENA region is moving from climate concern to collective action. Insights from the TGM Global Sustainability Report 2024 reveal the growing alignment of government policy, corporate ESG strategies, and citizen engagement in driving meaningful environmental change.

Written by

Nhi Ho

A marketing professional working with consumer insights and market trends to create content that brings clarity to complex behaviors and evolving market dynamics.

Across the MENA region, sustainability is shifting from an agenda item to a shared mission. Government-led frameworks such as Saudi Arabia’s Vision 2030, the UAE's Net Zero 2050 Strategy, and Egypt’s COP27 commitments have set clear national priorities. Businesses are responding with more visible ESG strategies, integrating sustainability into operations, supply chains, and consumer offerings. Yet what is emerging now is equally significant: citizens are stepping forward, making conscious lifestyle changes, joining environmental initiatives, and lending their voices to the climate conversation.

The TGM Global Sustainability Report 2024 reveals that the region is moving beyond awareness. The data points to a growing culture of collective responsibility, one where government ambition, corporate action, and individual behavior are aligning toward a shared climate vision.

Widespread Climate Concern

Climate awareness in MENA is not a distant or abstract concept. 72% of people in the region believe climate change will significantly harm future generations, and 70% see it as a direct threat to people in their own country. This sense of urgency is informed by lived realities: rising temperatures, water scarcity, and the vulnerability of coastal and desert environments. Concern is deeply personal and increasingly tied to a desire to protect both local communities and the generations to come.

Around 7 in 10 MENA respondents view climate change as a direct threat to both their fellow citizens and future generations.

A Belief in Shared Responsibility

What sets the current moment apart is a recognition that no single group can carry the burden of climate action alone. While 18% of respondents believe governments and policymakers should take the lead—through regulation, infrastructure development, and clean energy goals—16% also point to citizens and individuals as key actors. Businesses are likewise recognized for their role in driving sustainable practices and ensuring ethical supply chains.

This perspective reflects a more mature public understanding: progress depends on collaboration. In MENA, national strategies can set direction, corporations can provide solutions and scale, and individuals can ensure momentum through the decisions they make every day. This interconnected approach is becoming a cornerstone of the region’s climate progress.

MENA’s climate action movement mirrors APAC’s values-driven lifestyles and Europe’s packaging-first approach to sustainability. See how each region is redefining what it means to live and shop — sustainably.

Citizen Engagement in Action

The belief that individuals have a role to play is not theoretical—it is translating into tangible contributions. Nearly half of respondents cite social responsibility as their main reason for engaging in environmental activities. This motivation is driving meaningful participation:

1 in 4 have taken part in local conservation projects such as tree planting and wildlife protection
21% have joined community clean-up efforts
16% have donated to environmental organisations.

These activities represent more than symbolic gestures. They demonstrate a readiness to act in ways that have visible local benefits and connect with broader patterns of sustainable routines taking root across the globe.

For brands, NGOs, and policymakers, this creates an opportunity to design initiatives that harness this energy, enabling citizens to contribute in ways that align with both their values and the region’s sustainability goals.

Nearly half of respondents cite social responsibility as their main reason for engaging in environmental activities

Conclusion: Toward a Culture of Collective Action

The MENA region’s sustainability journey is entering a decisive phase. Deep climate concern, a belief in shared responsibility, and rising citizen engagement are transforming sustainability from a top-down policy goal into a lived, collective practice.

Governments and businesses remain central to progress, but the growing involvement of individuals signals a cultural shift that is likely to endure. The most effective strategies in the years ahead will be those that unite policy frameworks, corporate innovation, and citizen participation—proving that real momentum is built when every stakeholder has a role in the solution.

Looking for ways to connect with MENA’s increasingly eco-conscious consumers? Download the free Mini TGM MENA Sustainability Report 2024 to discover the habits, values, and expectations shaping brand choices across the region.

Ready to Drive Climate-Positive Change?

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

Grab the full report