GlobeScan’s latest global public opinion research reveals that while most people believe a shift to renewable energy is likely, optimism varies sharply by region. A striking 80 percent of people in Africa and the Middle East believe the transition is probable in the near future – perhaps a reflection of more centralized policy action in countries like South Africa, which has made bold renewable energy commitments. Optimism in the energy transition is also strong in Latin America and the Asia-Pacific region, where around two-thirds of people believe the transition will probably or definitely happen.
In contrast, only 46 percent of North Americans feel the same. This skepticism may stem from ongoing political polarization, slower federal-level momentum, and continued cultural and economic reliance on fossil fuels. Europeans are less confident than the global average (59 percent compared to 65 percent globally), possibly due to a range of factors, including the recent energy crisis triggered by the war in Ukraine.
WHAT DOES THIS MEAN?
Companies operating across multiple markets should recognize that public expectations around clean energy differ greatly by region. In optimistic markets like Africa, Asia-Pacific, and Latin America, companies have an opportunity to lead boldly and visibly on renewables. In markets with lower confidence, such as North America and Europe, companies may need to focus on building trust, demonstrating feasibility, and aligning with local realities, showing how they are part of turning widespread renewable energy use into an achievable reality.
This analysis is based on a representative online survey of over 30,000 consumers across 31 markets.
North America: Canada, USA
Asia-Pacific: China, Hong Kong, India, Indonesia, Japan, Singapore, South Korea, Thailand, Vietnam
Latin America: Argentina, Brazil, Colombia, Mexico, Peru
Africa / Middle East: Egypt, Kenya, Nigeria, Saudi Arabia, South Africa
Europe: France, Germany, Italy, Netherlands, Portugal, Spain, Sweden, Türkiye, UK
Survey Question: How likely do you think it is that each of the following will happen in the next ten years? – Most people will use renewable energy (e.g., solar, wind)
Source: GlobeScan Healthy & Sustainable Living report (survey of 30,216 people in the general public in July ‒ August 2024)
