The Two Faces of Sustainability: Local vs Global Action
September 2025, By Nicola Church
Ask ten people in the pub what sustainability means, and you’ll probably get ten different answers – and probably a lively debate. For some, it’s as simple as recycling more or buying local veg at the farm shop. For others, it’s all about the big stuff – cutting carbon emissions, saving the oceans, and fixing climate change. The truth is, there’s no single definition – it’s personal, messy, and shaped by what you care about most.
Neither side is wrong. We just approach it differently. So, why do people lean local or go global? And what does that mean for brands trying to sound genuine when they talk about sustainability?
The Appeal of Local Sustainability
Local action feels tangible. When someone shops at a farmer’s market, visits a repair café, or volunteers at a local litter pick, you can literally walk past the results later. There’s a strong sense of community pride and personal contribution.
In our latest Say Do Sustainability Study, we found that older consumers in particular lean towards more local sustainable actions. There is a common misconception that older generations are disengaged from sustainability and do little to lead a sustainable lifestyle. While this may be true for some, it’s far too broad a generalisation for an entire generation. It’s true that they may be less vocal or involved than Gen Z, but they have a broader perspective on sustainability, which influences their approach and actions.
Their approach tends to emphasise practical, hands-on solutions such as gardening, reducing waste, and supporting local businesses, often rooted in a desire to preserve the environment for future generations.
Psychologically, local sustainability appeals because it provides:
- Visibility of impact: Where cynicism about sustainability initiatives exists, the tangibility of being able to see the impact of your actions appeals.
- Trust and authenticity: It’s easier to believe in the farmer down the road than some faceless global organisation.
- Cultural resonance: “Supporting our own” has deep social and emotional roots, and many people like to feel they’re protecting their immediate environment.
Local sustainability tends to click with people who value community, love supporting small businesses, and want their efforts to feel personal and close to home.
The Pull of Global Sustainability
Then there are the big-picture thinkers – the ones looking beyond their own street. For them, sustainability isn’t just about what’s happening in the neighbourhood; it’s about fixing massive, borderless problems: climate change, deforestation, plastic pollution, energy systems – the lot.
What makes global action compelling is:
- A sense of scale: Big issues need big solutions.
- Scientific credibility: Global frameworks like the UN’s Sustainable Development Goals give structure and legitimacy.
- Shared responsibility: People drawn to global sustainability often see themselves as part of a collective human duty.
This outlook tends to resonate with younger generations (especially Gen Z), NGOs, policymakers, and global brands – basically anyone who sees themselves as a citizen of the world.
Why People Prefer One Over the Other
It mostly comes down to what makes you tick. If you want control and visible results, you’ll probably lean local. If you care about fairness and big-picture solutions, global sustainability might be more your thing.
Neither is “better”; they’re just different, and it often depends on how you see yourself.
Of course, plenty of people mix both – maybe you shop local and care about climate change – but usually, one instinct is stronger than the other, and it shapes how you spend your money, time, and attention.
What It Means for Brands
If brands want to sound credible when they talk about sustainability, they need to speak to both mindsets.
- For the local-minded: Show you’re part of the community. Use local suppliers. Support neighbourhood initiatives. Tell the human stories – the farmers, the employees. People want to see the faces behind the change.
- For global-minded audiences: Demonstrate how you’re tackling the big stuff. Transparent reporting, ambitious climate targets, and alignment with global sustainability standards are key. These audiences want proof that the company is serious about big-picture change.
The best brands balance the two. For example, Marks & Spencer talk to both sides through visible, authentic initiatives. Every time a customer shops at M&S with their Sparks card (customer loyalty scheme), M&S donates 1p to a charity of their choice – an initiative that has immediate, local, and tangible benefit. Simply by shopping at M&S, customers feel like they are making a difference to their local community. Alongside this, M&S tackle the bigger issues. Their Plan A – a bold, multi-year sustainability programme with 100 commitments across themes like climate change, zero waste, sustainable raw materials, and fair partnerships – includes measures that resonate well beyond the UK and speak to consumers with a global mindset.
Sustainability Isn’t a One-Size-Fits-All
It’s personal. It’s cultural. It depends on what you care about and where you feel you can make the most impact. Some people want to see change on their street. Others want to tackle problems across the planet. And honestly? We need both.
For brands, the opportunity lies in recognising those differences – and building strategies that speak to both the heart and the head.
Whether you’re planting a tree in your local community garden or campaigning for international climate policy, it’s all part of the same story: people trying to leave the world just a little better than they found it.
You can download the FREE 2025 Say Do Sustainability Study at www.mm-eye.com/sdss-report or contact us today at info@mm-eye.com