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• Strong Global Appetite for Clean Technologies, Yet Structural Barriers Limit Uptake

  

  Key Takeaways

  • High baseline interest, but adoption bottlenecks persist: Clean technologies enjoy strong global appeal, yet the share of people transitioning from interest to purchase remains limited. 
  • Affordability and practicality are important structural barriers: Across regions, the leading constraint on uptake is economic, as around one‑third of people express interest but cannot afford clean technologies. Practicality emerges as a secondary but significant barrier, reflecting infrastructure, logistical, and usability challenges that hinder adoption even among motivated consumers.
  • Regional attitudes diverge, reflecting cultural readiness for change: Europe and North America show higher proportions of people who are “not interested at all,” suggesting deeper cultural skepticism and slower consumer readiness compared to other regions where enthusiasm is high but constrained by affordability and practicality.

  Public interest in clean technologies is widespread, yet the path to large‑scale adoption remains uneven. According to a recent GlobeScan–Chatham House global survey, interest in clean options like solar panels and electric vehicles is robust. In emerging markets in Africa and the Middle East, Asia-Pacific, and Latin America, only around one in ten people say they have no interest in investing in clean options, indicating particularly strong enthusiasm in the Global South.

  However, the defining insight from the data is not relative interest, but the systemic nature of the barriers that inhibit adoption. Affordability remains the foremost constraint, as roughly one in three respondents say they are interested but cannot afford solar panels or EVs. This affordability gap is particularly stark in emerging markets, where enthusiasm outpaces access and financing options. Practicality is the second critical barrier, as consumers have to face core infrastructure challenges such as grid reliability, installation logistics, and the availability of charging networks as well as perceived uncertainties related to performance, durability, and ease of use. These are not merely product‑level issues but reflect broader ecosystem shortcomings that must be addressed to normalize clean‑technology ownership.

  While interest levels are high globally, Europe and North America record meaningfully larger “not interested at all” segments, indicating cultural hesitation rather than just economic or practical barriers. In these markets, overcoming psychological and behavioral barriers may be as important as improving affordability and practicality.

  WHAT DOES THIS MEAN?

  This research shows that global interest in clean technologies is already strong, yet adoption remains held back by fundamental barriers that the market has not resolved. Affordability is the primary obstacle as many consumers who want to adopt clean solutions still cannot access them at a viable cost. Practicality challenges reinforce this gap as limited infrastructure, installation complexity, and uncertainties about everyday performance continue to slow uptake. These issues reveal a clear execution gap in the green transition. The path forward requires creating conditions where clean technologies are easy to access, simple to use, and seamlessly integrated into daily life. When costs come down, when infrastructure removes friction and when solutions feel convenient for the mainstream consumer, the significant latent demand can translate into widespread adoption, especially in the Global South.

  GlobeScan’s latest report with Chatham House examines how clean technologies such as solar panels and electric vehicles are gaining interest and traction worldwide. The research spans 33 markets, building on our 2024 baseline across eight markets to reveal emerging trends, shifting attitudes, and adoption barriers. The findings show that while many consumers have already invested in clean technologies, affordability and practicality remain key obstacles to wider uptake. This report dives deep into regional, generational, and cultural differences, offering insights that matter for businesses, policymakers, and sustainability leaders.

  Survey Question: Which statement best describes your feelings toward each of the following clean technologies? – Electric vehicles – Solar panels

  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.

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