About 85% of consumers worldwide said they worry about environmental sustainability in 2026, up from 79% in 2025, according to a global study by Bain & Company. The rise in concern is underpinned by climate-related disasters such as floods, heat waves, and wildfires.
Among the 7,500 respondents surveyed, 65% said their concern about environmental sustainability has intensified over the past two years. Fast-growing markets recorded significantly greater concern over extreme weather at 95%, compared with 79% in developed markets.
While younger generations remain more concerned, with 92% of Gen Z expressing worry, a surprisingly high 77% of boomers also share these concerns. As a result, 83% of respondents have adopted three or more sustainable lifestyle habits, up from 73% in 2023.
Limiting household energy use ranks first among these sustainable habits at 59%, followed by recycling at 56%. Consumers are also buying local, reducing disposables, and opting to walk, cycle, or take public transport.
Overall, 81% believe their individual actions have a meaningful impact on environmental sustainability. According to the report, consumers aren't talking as much about sustainability, but their actions are benefiting the planet, showing a new “do-say” gap in which their decisions are motivated more by personal benefits than ecological concerns.
