EVolutionary Sustainability

There's a global consensus on the urgency of addressing climate change, with many claiming to be modifying their personal habits to be more environmentally friendly. But people want a seamless integration of sustainable solutions into their everyday routines. They seek simplicity where products, services, and experiences allow them to make positive contributions to the environment without disrupting their lifestyle. While the future of transportation is moving towards electricity, some are hesitant to adopt electric vehicles (EVs) over concerns about insufficient infrastructure making charging a challenge. It will be up to companies to make sustainability an easy, convenient choice if consumers are expected to embrace it.

EVolutionary Sustainability

Vast majorities across the globe say it's important to actively fight climate change today.

PERCENT WHO AGREE

World Map
Low
High

70%

AGREE

"I am worried about how climate change will affect me personally."

Women leaning on earth Illustration

I am actively changing my behavior to help in the fight against climate change.

Percent who agree

I'll only embrace sustainable initiatives if the inconvenience to me is small or nonexistent.

Percent who agree

Men Sign

Women Sign

Global Average 64%

A second life?

7-in-10

adults globally have or would like to purchase something second-hand (i.e., something someone else owned before them). 49% have already bought something, and 22% haven't yet but are interested in doing so.

Thrift store Illustration

To help fight climate change…

Percent who agree

I worry about not having enough infrastructure to support EVs.

Percent who agree

I'm waiting to buy an EV until more people I know have them.

Percent who agree

Men Sign

Women Sign

Global Average 56%

All-electric vehicles are the future.

Percent who agree

Global Average 74%

Here's a look at how people are tackling sustainability around the globe

The results for the Ford Trends 2024 survey are based on 16,086 online interviews across 16 countries. The survey was conducted among the general population, ages 18 years and older in the following countries: Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Saudi Arabia, South Africa, Spain, Thailand, United Arab Emirates, United Kingdom and the United States. Respondents from United Arab Emirates and Saudi Arabia were required to be nationals of their respective countries.

While the data within countries were weighted to be representative, the overall sample of 16,086 was not weighted across countries. That is, we do not claim that aggregated data is representative based on country population sizes across the participating countries.

We have defined generational cohorts as follows: Gen Z (18-26 years of age), Millennials (27-42 years of age), Gen X (43-58 years of age), Boomers (59-77 years of age).

All fieldwork for this survey took place between August 11 and September 1, 2023. The survey was 15 minutes in length, on average, with sample sizes per country as follows:


Region Country Sample Size
Australia 1,005
Brazil 1,009
Canada 1,005
China 1,004
France 1,005
Germany 1,001
India 1,001
Italy 1,007
Mexico 1,002
Middle East (nationals only) Saudi Arabia 503
Middle East (nationals only) UAE 505
South Africa 1,007
Spain 1,007
Thailand 1,003
U.K. 1,001
U.S. 2,021
Total 16,086