The Global Green Shift: Public Support Holds Strong, But Economic Realities Bite

The State of Our Green Ambition

We live in an age of profound paradox. Across the globe, wildfires rage, storms intensify, and temperatures climb to unprecedented levels. Scientists warn, activists march, and diplomats negotiate—yet beneath the headlines and policy debates, a quieter, more fundamental question persists: Where does the global public truly stand when it comes to the green transition?

The Green Economy Coalition’s latest tracking of Green Economy Attitudes 2025 offers not just an answer, but a detailed, data-rich, and surprisingly nuanced portrait of the world’s evolving environmental consciousness. Spanning ten diverse nations—from the sun-drenched coasts of Australia to the bustling urban centres of Nigeria, and the industrial heartlands of China to the biodiverse landscapes of Peru—this study captures the voice of over 10,000 individuals. It is a voice that speaks of shared ambition, pragmatic hesitations, generational divides, and resilient hope.

At first glance, the findings are clear and compelling: the dream of a sustainable future is more widely held than ever. A decisive majority still prioritizes environmental protection over economic growth. Core concerns, as clean air, safe water, and pollution reduction, remain non-negotiable pillars of public expectation. This is not a fringe sentiment, but a mainstream consensus that cuts across geography and culture.

But beneath this robust surface, the 2025 data reveals a crucial evolution: the public’s relationship with the green economy is maturing from idealistic support into pragmatic engagement. As economic pressures mount and the tangible costs of transition become clearer, global citizens are beginning to draw a line. While belief in the principle remains steadfast, willingness to bear its personal price, in higher taxes, costlier goods, or economic uncertainty, is showing signs of softening. This is not a retreat from environmentalism, but a shift toward a more demanding, more equitable, and more realistic form of it.

The report arrives at a pivotal moment. As the second of three annual waves of research, it allows us to track not just opinions, but movement. We see which convictions are solidifying, which are eroding, and where new priorities, such as government support for green businesses or the urgent demand for environmental education, are rapidly rising to the fore. It illuminates a world where trust in leaders is low, but belief in personal agency is growing; where systemic barriers are blamed more than individual apathy; and where younger generations are balancing their climate anxiety with a pragmatic focus on jobs and stability.

Ultimately, this introduction is not just about data; it’s about direction. It’s about understanding that the green ambition is no longer a question of "if" but "how." The public has cast its vote for sustainability. Now, they are waiting—and increasingly, demanding—to see a plausible, fair, and actionable path forward. What follows is a deep dive into the hopes, hurdles, and human realities shaping that path in 2025 and beyond.

The Unshakeable Core & The Softening Edges

At its heart, global support for environmental protection remains robust. Seven in ten people globally still prioritise environmental health over economic growth, with standout leadership in Turkey (84%), Indonesia (79%), and China (76%). This isn't just a vague sentiment; it’s backed by strong beliefs. An overwhelming 84% of respondents globally support protecting natural resources over short-term economic gains, a figure that soars to nearly 90% in India, Nigeria, and Indonesia.

The fundamentals are non-negotiable. Reducing pollution and ensuring access to clean air and water are consistently ranked as the most critical steps for a fair and sustainable society. Countries like Australia (51%), South Africa (44%), and Turkey (40%) place a particularly urgent premium on universal access to these basic resources.

However, the 2025 data signals a crucial shift: a softening at the edges of commitment. While the core principle of "environment first" holds, willingness to bear personal costs is wavering. Support for stricter business regulations (even if prices rise) dipped from 74% to 70%. Willingness to pay more for eco-friendly products slipped from 69% to 67%. The agreement that we should pay higher taxes for environmental protection fell from 62% to 57%.

This isn’t a collapse of green sentiment—it’s a rational response to a cost-of-living crisis and economic uncertainty. The public is drawing a line between idealistic support and practical sacrifice.

Generational Fault Lines: The report highlights a telling divide. Younger adults (18-24) are the most likely (31%) to prioritize job creation and economic growth, even if it means slower environmental action, compared to just 25% of those 65+. Conversely, seniors are more focused on balanced, long-term policy (39% vs 30% of youth). The youth are pragmatic about their economic future, while older generations advocate for the legacy they will leave behind.

The Barriers: System Failure, Not Willingness Failure

Why this disconnect between strong belief and softening personal sacrifice? The IIED report points squarely at systemic failures as the primary culprit.

The number 1 barrier globally? Lack of government support (52%). This feeling is acute in Nigeria (67%), Turkey (62%), and South Africa (61%). People feel they are being asked to make difficult choices without the enabling framework from those in power.

Cost is the immediate next hurdle. 41% globally say green products are simply "too expensive," a figure that skyrockets to over 60% in Nigeria, Peru, Turkey, and South Africa. Furthermore, 37% cite difficulty finding green jobs or training—a number that rises to 40% among ambitious 25–34-year-olds.

So, what kind of support do people want? When asked, the demand is broad and practical:

• Support for green businesses
• Financial incentives (subsidies, tax breaks)
• Better public information and labeling
• Investment in green infrastructure

The public is essentially asking for a ladder to help them climb towards the green ideals they believe in. Notably, government support for green businesses has emerged as the top action perceived as most effective for sustainability (33% globally), even edging out traditional measures like stricter industrial regulation.

Trust Deficit: Compounding this is a profound crisis of trust in political leadership. Only 39% globally trust leaders to make the right decisions for a sustainable future. Trust peaks in China (83%) and India (51%), but plummets to 22% in South Africa and 29% in Australia and Turkey. This distrust feeds pessimism: agreement that the current generation is doing enough for the future has dropped significantly, with the strongest disagreement in Turkey, Brazil, and South Africa.

Rays of Hope and the Path Forward

Despite the challenges, the report uncovers powerful levers for change and unwavering optimism in key areas.

Education as a universal beacon: A staggering 93% of people globally agree that schools should teach children more about environmental protection. Support is near-universal, led by Nigeria (98%), Indonesia (97%), and South Africa (96%). This is a clear, unambiguous mandate for integrating sustainability into education systems worldwide.

The Rise of Personal Agency: There is a significant "perception-action gap" – but in a positive way. While people are critical of systemic and governmental inaction, 69% believe they personally are taking more environmental action than a year ago. This sense of personal empowerment is highest in India (82%), China (79%), and Nigeria (79%). People are not waiting; they are acting within their spheres, even as they demand more from the systems above them.

Demand for Corporate Transparency: There is strong support (76% agree) for the idea that companies should openly share their environmental actions, even if it invites criticism. The public wants corporate accountability and visibility, seeing the private sector as a critical player in the green transition.

A Blueprint for Engagement:

The data provides a clear roadmap for NGOs, policymakers, and businesses:

• Double Down on Fundamentals: Continue advocating for clean air, clean water, and pollution reduction. These are universally understood and supported pillars.
• Make Green Affordable & Accessible: Address the cost barrier through incentives, subsidies, and innovation. Green cannot remain a premium choice.
• Build Bridges to Green Jobs: Connect environmental policy directly to economic opportunity, particularly for younger generations. Green development must mean inclusive growth.
• Empower, Don't Just Preach: Support personal action with information, infrastructure (like recycling and public transport), and community programs.
• Lead with Transparency: For companies, honesty about environmental efforts builds more trust than silence or greenwashing. For governments, clear, actionable plans are non-negotiable.

Conclusion: The Pragmatic Green Majority

The 2025 polling paints a picture of a "Pragmatic Green Majority." The world has moved past debating whether we need a green economy. The consensus is there. The debate now is about “how”, how to pay for it, how to make it fair, and how to build trust in the institutions that must lead it.

The softening in willingness to pay is not a retreat but a signal. It’s a public demand for a just transition that shares burdens equitably and creates tangible opportunities. The unwavering support for education, personal action, and core environmental principles shows the flame of ambition is still very much alive. The task ahead is to build systems that fuel it, rather than asking individuals to burn their own resources to keep it alight.

The data is clear. The public is ready. The question is: are our systems and leaders?