Four out of five of European citizens consider sustainability a priority, and it is already influencing their consumption habits.

A study from the UN Global Compact European Networks, based on more than 13,000 surveys in 16 countries across the continent, showing that 80 per cent of respondents believe that sustainable development should be a priority on the political agenda.

Three quarters (75 per cent) of European citizens believe that governments and companies should allocate more resources to the implementation of the SDGs.

In the UK, 86 per cent citizens think regulation is needed to ensure that companies act in a more socially and environmentally sustainable way and 79 per cent of UK consumers consider the sustainability of a company when buying products or services. The UK, along with Spain, Bulgaria and Ireland make up a group where such considerations are most prevalent, but the concept is growing across all countries.

This consensus spans all age groups, though with some nuances: the younger population (18–44 years old) is the most likely to place sustainability as an absolute priority, while in older groups support remains strong, though with a greater tendency to consider it important but secondary.

European citizens recognise a relevant role for companies in building a sustainable future, though with significant nuances: 47.2 per cent of respondents perceive that companies have a positive impact, especially in the area of labour rights. This is followed by Human Rights (42.8 per cent) and environmental protection (42.6 per cent). However, trust declines sharply when it comes to fighting corruption, where only 35.4 per cent value corporate contributions positively.

This optimism, however, is overshadowed by doubts about the real commitment of leading companies: one-third of respondents question whether they are truly engaged and fear that greenwashing practices may prevail.

---