We talk about sustainability all the time—but have we ever stopped to wonder what that word means to different people, in different places?
We recently asked over 1,000 adults across the UK and Saudi Arabia this exact question.
What came back was eye-opening—and honestly, inspiring.
Let’s start with what’s shared: most people associate “sustainability” with protecting the environment. Think cutting waste, saving energy, recycling—those kinds of things. Whether you’re in London or Riyadh, that’s the top-of-mind answer.
But dig a little deeper, and the differences start to show.
🌍 A Broader View in Saudi Arabia
In Saudi Arabia, sustainability isn’t just about the environment—it’s also tied to social good and national progress. People talked about building a better future for the next generation, and how sustainability fits into the country’s wider transformation goals, like Vision 2030.
Interestingly, it’s the older generations in KSA—those over 55—who seem to be the most clued up on practical sustainability topics like water use and waste. That wisdom passed down over time is clearly playing a role.
🇬🇧 A Tighter Focus in the UK (With a Side of Worry)
Now jump over to the UK, and you’ll see a slightly different picture. Sustainability here is often framed more narrowly—mostly focused on environmental protection. Climate change, plastic waste, recycling—that’s where people’s minds go first.
But here’s the catch: while Brits are definitely concerned, many also feel a bit… hopeless. Only 1 in 4 think society will actually make the changes needed to tackle the challenges ahead. That’s in contrast to a much more optimistic Saudi public.
Younger Brits do show more interest in linking sustainability to social equality, so things may be shifting. But overall, there’s a sense that the UK public is carrying a heavier emotional load when it comes to the planet’s future.
🤝 Same Goal, Different Journeys
One thing that really stood out from this research is how much culture shapes how we think about sustainability.
In KSA, government messaging and social media are big drivers of awareness and motivation. In the UK, people are more influenced by traditional media, which often leans into fear or urgency. That might explain some of the pessimism.
The key takeaway? If we want people to take action, the message needs to feel personal—and possible. People are more likely to get involved when the story reflects their values, culture, and lived experience.
This is where we need to rethink the message, and this is how we should do so
Whether you're working in policy, corporate comms, education, or community leadership, there’s a big opportunity here. We need to stop treating sustainability as a one-size-fits-all issue. Instead, let’s ask better questions, listen more closely, and shape stories that truly connect with people where they are.
Because when sustainability feels like something we can all be part of, that’s when real change starts to happen.
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This research is a collaboration between CommUnique, Potentia Insights and Disrupt
To access the full research, CLICK HERE
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