A shared challenge, different contexts

Environmental pressures cross borders, but the ways people respond to them differ across societies. In this 2014 study, we compared China, the USA and Europe, looking at public concern, trust in possible solutions and the groups most likely to support environmental action. The publication’s context included estimates from that period that China, the USA and the EU27 accounted for 29%, 16% and 11% of global CO₂ emissions, respectively.

Our research across 20 countries

In December 2013 and January 2014, we surveyed more than 48,000 people in 20 countries and 12 languages. For the regional comparison, we analysed responses from 2,622 people in China, 2,251 in the USA and 17,606 across eight European countries: Poland, Germany, the Netherlands, Belgium, France, Italy, Spain and the United Kingdom.

The samples represented people aged 18–65, with quotas and weighting based on census data. The eight European countries together covered 75% of the EU population. We also used standard scores to account for country-specific differences in how people answer survey questions.

China: high concern and high expectations

In our survey, respondents in China scored highest on the three environmental measures: identifying as an environmentalist, trying to live eco-consciously and worrying about human damage to the planet. While around 30% of respondents in Europe and the USA identified as environmentalists, 64% did so in China. Support for UN Millennium Development Goal 7, on environmental sustainability, was 78% in China, compared with 38% in Europe and 40% in the USA.

Concern was closely connected to everyday experience of air, water and soil pollution. Respondents in China were also more likely to expect action from companies and leaders. For example, 46% believed a new generation of leaders would be able to solve humanity’s greatest challenges in the next decade, compared with 24% in Europe and 30% in the USA. Our analysis also points to barriers at the time, including weak enforcement and corruption, as well as lower incomes that made some environmentally friendly choices harder to afford.

Environmental supporters reflect local value cultures

We identified the 20% most environmentally minded people in each population using the three environmental measures above. Their value profiles differed across the regions. The table shows the largest groups among these supporters and their share of the overall population.

In China, environmental support was strongest among Conservatives and Achievers. In the USA and Europe, Creatives formed the largest group among supporters. The report describes a sharper ideological divide in the USA, while in Europe it highlights the challenge of building support beyond Creatives, who were often sceptical of technology and multinational companies.

Three contexts, three routes to action

Our summary comparison captures how the three regions differed in the 2014 study:

For China, we recommended a two-track approach: support Achievers who could advance innovation and business engagement, while building with Conservatives through locally grounded, precautionary approaches. In the USA, we saw more opportunity in grassroots and local or regional initiatives, alongside practical business and technology opportunities. For Europe, we recommended broadening support through stronger coalitions between companies, NGOs and governments.

From comparative insight to practical application

We use Glocalities research to help organisations understand how values and local contexts shape support for sustainability. The report illustrates this with cases including Unilever’s Sustainable Living Plan, HP Living Progress and the Bill & Melinda Gates Foundation. It also examines how different audiences respond to business, technology and sustainability initiatives.

This flash report offers a glimpse of the wider Glocalities dataset. In tailored presentations and reports, we can focus on particular countries, segments or issues and build audience profiles using information on values, attitudes, media and brand use, activities and competitive context.