Most of us want to do the right thing. We know the planet is in trouble. We’ve cut back on plastic, maybe switched to reusable bags or started recycling a bit more. But even with all this awareness, there’s a nagging question:
Why is it still so hard to live sustainably?
That’s what we set out to understand in our recent research across the UK and Saudi Arabia.
We asked over 1,000 people about their views, their habits, and what’s really getting in the way.
And the answers? Well, they were honest. Eye-opening. And, frankly, familiar.
We get sustainability—but only up to a point
Let’s start with the good news: people care. In both countries, most people believe sustainability matters. A huge majority agreed that everyone has a part to play. That’s encouraging.
But when we asked who should take the lead, things got interesting. A decent chunk of people—especially in the UK—felt like sustainability was someone else’s problem. “I do my bit,” some seemed to say, “but the government, businesses, or others should be doing more.”
There’s a gap between intention and action. And that’s where the challenge lies.
Barriers are real—and they’re not just excuses
When people don’t act, it’s not because they don’t care. It’s because the road is bumpy.
Some say it costs too much. Others feel unsure about what the “right” choices are. Some feel overwhelmed by how much change is expected or simply don’t trust the institutions leading the charge.
In the UK, people often feel like they’re carrying the weight alone—like their efforts don’t add up to much. Meanwhile, in Saudi Arabia, there’s more optimism. Sustainability is seen as a shared national effort, not just a personal responsibility. That makes a difference.
Optimism fuels action
This was one of the most powerful findings: people who feel hopeful about the future are far more likely to take action now.
In KSA, where sustainability is linked to progress and national pride, people are more open to lifestyle changes. In fact, they’re nearly twice as likely as Brits to say they’re “very willing” to live more sustainably.
In the UK, the tone around sustainability often leans toward fear or frustration. That’s understandable—but if we want people to keep going, we have to give them a reason to believe it’s worth it.
So, how do we help people do more?
They told us, clearly:
- Make sustainable choices easier and clearer.
- Offer financial incentives.
- Use community-led approaches that feel personal.
- Focus on education that empowers, not lectures.
- And most of all? Make it feel possible.
People want to be part of something meaningful—they just need a path that makes sense.
Less guilt. More guidance.
We’re not short on facts about the climate crisis. But what we need more of is trust, clarity, and a little hope.
Let’s make sustainability feel less like a burden and more like an opportunity. Because when people believe their actions matter—and know what to do—they step up.
And if we can build systems that support that? Well, 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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