ESG worldwide: low awareness, behaviors already in place
A Global Link syndicated study across 17 countries on four continents (over 9,600 respondents, aged 18-65) finds that the term “ESG” remains largely unfamiliar to the public — only 22% say they know it, with sharp gaps between markets: from 51% in China down to just 1% in Turkey. Despite this terminology gap, sustainable behaviors are already widespread: 86% of respondents turn off the lights when leaving a room, 70% keep close track of their finances, and 65% separate recyclable waste.
Attitudes toward companies combine approval with skepticism: 78% approve of companies paying attention to ESG, yet 68% feel they’re “still learning” and 54% believe they “talk more than they act.” Environment remains the top-ranked pillar on every continent (54%), ahead of social (30%) and governance (15%). Interest in verified information runs high — 73% want access to ESG reports, and nearly half prefer data audited by a third party — but willingness to pay a price premium stays modest, with only 29% saying a clear “yes.”
Study coordinated by Global Link – International Marketing Research, fieldwork June 26 – August 4, 2023.