Building on sentiments from how people engage emotionally with climate action, research shows people in the Global South express strong support for environmentally-friendly development and a willingness to make personal sacrifices to achieve it.
Countries such as Kenya, Colombia, Peru, Vietnam, Nigeria, India, Indonesia, Thailand, South Africa and Brazil stand out for their strong support for a greener future and high willingness to make sacrifices to achieve it, according to survey by Trellis data partner GlobeScan. In contrast, enthusiasm for green progress often stops short of personal trade-offs in the Global North, reflecting a more cautious, comfort-driven approach. Many countries in the Global North, including the U.S, U.K., France, Germany, Japan and Australia, fall into the quadrant of lower support and lower willingness to sacrifice, signaling a need for different engagement strategies.
What this means
Accelerating the global green transition requires recognizing regional dynamics. Tailored strategies that reflect local motivations and realities will be essential to drive meaningful climate action worldwide. In the Global North, the challenge is to make sustainable choices easier, more affordable and more aspirational. In the Global South, there is clear momentum for ambitious change and a readiness to act. The strong correlation between support and willingness to sacrifice in the Global South signals that these countries have the social foundation needed to drive progress if other conditions (economical, political, structural) permit. In the words of former UN Climate Change Executive Secretary Christiana Figueres: “The world is no longer waiting for Washington. This time the Global South is leading the way.”
Based on a survey of more than 31,000 people conducted July — August 2025.
Tove Malmqvist
Tove Malmqvist manages GlobeScan’s syndicated Radar research program — delivering high value analysis, sector-specific findings, and relevant data-driven insights for issues and reputation management to leadership organizations in the corporate and non-profit arenas. Tove also manages The Sustainability Survey, conducted in partnership with the consultancy SustainAbility and Sustainable Brands. Fluent in English, French and Swedish, Tove has been with GlobeScan since 2005.