Sustainability across cultures

Sustainability across cultures: China, India, The US and Sweden

25th Aug 2021

Sustainability across cultures: China, India, The US and Sweden

While some countries may be better positioned to achieve certain sustainability goals, brands and governments have to juggle with the reality of their market – ranging from growth and development to socioeconomics, infrastructure in place, and local cultural aspirations and expectations – to define what their sustainability priorities should be.

Based on a quantitative survey conducted with 4,000 respondents across 4 countries at different stages of their sustainability journey, namely China, India, Sweden and the US, our report aims to understand how culture shapes a population’s understanding and expectations of sustainability and what it means to them. Looking at the SDG Index and the 2021 Ranking, we assessed whether government actions are truly aligned with their people’s expectations, and gathered insights into how brands’ sustainability efforts are perceived.

This quantitative survey was conducted by our partner and survey sponsor Schlesinger Group, and includes over 4,000 individual responses from consumers across China, India, Sweden and the US.

The qualitative insight was gathered by cultural and planning experts in these key markets. Through extensive desk research, they have provided additional insight and rationale to put the results of this survey into perspective.

The countries within this report were selected based on their 2021 ranking among the 193 UN Member States, as well as on the sustainability challenges they currently face. The aim was to present countries with varying challenges and cultural standpoints.

Thank you to our survey sponsor, Schlesinger Group, as well as our cultural experts for their fantastic contributions.



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