Key Takeaways
- Optimism thrives in Asia, Africa, and the Middle East. Belief in progress and positive change is widespread in countries such as China, Vietnam, Saudi Arabia, Nigeria, and Egypt. People in these regions are especially enthusiastic about the future, creating fertile ground for sustainability initiatives and forward-looking communications.
- Latin America is less hopeful. Many countries in Latin America maintain higher levels of pessimism compared to most other emerging regions. However, Latin Americans are generally less pessimistic about the future compared to Europeans.
- Europe and North America show significant pessimism, but with nuances. Sentiment in European countries is among the lowest of markets surveyed, with fewer people feeling positive about the world’s trajectory. In North America, the picture is more complex: the United States shows a blend of hopeful and cautious attitudes driven largely by political affiliation, while Canadians tend to be more pessimistic overall.
After a turbulent start to 2026, the world faces a complex mix of challenges and opportunities. Beneath the headlines, GlobeScan’s latest research reveals a striking divide in optimism vs pessimism about the world’s direction, offering key insights for organizations seeking to engage global audiences on the sustainability agenda.
Where optimism is strongest
When looking at net ratings across markets surveyed (“Strongly” and “Somewhat agree” minus “Strongly” and “Somewhat disagree”), China (+59) and Vietnam (+55) lead the world in confidence that things are moving in the right direction. Saudi Arabia (+25), Egypt (+25), and Nigeria (+24) also show high levels of optimism, along with India (+17) and Indonesia (+12). These markets represent fertile ground for sustainability initiatives and forward-looking partnerships.
Less optimism in Latin America
Markets in Latin America are more pessimistic than in most other emerging regions, although attitudes vary across countries surveyed. Pessimism is strongest in Colombia (-51) and Brazil (-50), and lowest in Peru (-33).
Europe and North America are significantly more pessimistic
Pessimism is higher in France (-64), the Netherlands (-62), Portugal (-61), and Italy (-61), with Germany (-60) and Sweden (-58) also among the most pessimistic countries. In North America, the United States shows a blend of hopeful and cautious attitudes, largely corresponding with political affiliation: Republican-leaning voters (+8) are far more optimistic about the future than Democrat-leaning voters (-47). Canadians (-46) tend to be more skeptical than Americans overall (-26). These markets require communication that acknowledges concerns and demonstrates measurable progress.
WHAT DOES THIS MEAN?
Optimism and pessimism are unevenly distributed globally, presenting distinct opportunities and challenges for engagement. In emerging markets, high confidence offers momentum for sustainability programs, innovation, and partnerships, with communications playing a key role in amplifying achievements and inviting participation. In contrast, skepticism in Europe and North America calls for a more strategic approach: acknowledging concerns, demonstrating measurable impact, and fostering trust. Tailoring strategies to these regional mindsets is essential for sustainability professionals aiming to drive their agenda forward in a world where optimism and skepticism coexist.
Survey Question: For each of the following statements, please indicate if you strongly agree, somewhat agree, somewhat disagree, or strongly disagree. – The world is going in the right direction.
Countries surveyed: Argentina, Australia, Brazil, Canada, China, Colombia, Egypt, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Kenya, Mexico, Morocco, Netherlands, Nigeria, Peru, Poland, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Thailand, Türkiye, UK, USA, and Vietnam.
