Belgian seniors express the greatest concern for the environment and climate, while younger generations lag behind

In 2023, climate and ecology topped society's list of priorities, but this year, healthcare has taken the lead, with 31% of respondents considering it the highest priority. Education follows with 28%, while climate and ecology have dropped to third place at 24%. Despite this, 27% of Belgians still do not believe that humans impact climate issues. Furthermore, Belgians are more concerned about the environment (86%) than about climate change (77%). Over half of Belgians (60%) also expect the government to take additional climate action.

Few consider the consequences of their behavior on the environment
Most Belgians keep sustainability in mind when making daily choices, such as transportation and meals. More than a quarter (28%) do this occasionally, 45% often, and 19% almost always. Only 9% never consider sustainability. Older people over 65 (52%) think about sustainability more frequently than younger people (43%). Notably, more women (22%) than men (16%) incorporate sustainability into their daily decisions.

However, these self-assessments don’t always align with reality. There is a significant gap between Belgians’ concern for sustainability (66%) and their actual actions (46%). Less than half (46%) consciously think about how harmful their behavior is for people, society, or the planet before acting. Less than half (47%) also feel guilty about their harmful choices, with 56% of 18-34-year-olds feeling this guilt.
What actions do Belgians take? Six out of ten (61%) try to avoid buying or using single-use plastic as much as possible. Additionally, 58% of Belgians consciously buy fewer items.

Half have switched brands due to a lack of sustainability
Belgian consumers (80%) primarily expect companies to help them make more sustainable choices. However, many organizations still don’t meet this expectation. Six out of ten Belgians find it impossible to choose the most sustainable product from several similar options. To make better choices, a third of consumers want more information about CO2 emissions from the production process and guarantees.

Once consumers understand the environmental impact of a product, six out of ten Belgians refrain from purchasing it if it isn’t sustainable. More than half (55%) have switched brands at least once due to poor sustainability efforts by the producer or supplier. Two out of three Belgians (67%) are also willing to pay about 15% more for a product that is twice as sustainable.

Skepticism about companies’ sustainability efforts
Although Belgians are interested in sustainability, their belief in corporate efforts is limited. Eight out of ten (82%) Belgians think companies only pursue sustainability for a positive image. Six out of ten (63%) believe companies do it because others are doing it, and slightly more than half (54%) suspect it’s driven by profit motives.

Jan Beyne, Sustainability Expert & Professor at Antwerp Management School, explains: “Whether it’s woke washing or greenwashing, talking about social and green ambitions without genuinely following through is pointless and can even backfire. However, many organizations don’t do this consciously; they often lack the right data to make sound decisions. The message for companies is clear: develop an authentic ESG strategy. Be honest about potential negative impacts and what you’re doing to mitigate them, while highlighting how you’re increasing positive impact.”