Public interest in clean technologies is widespread, but the path to large‑scale adoption remains rocky.
According to a recent survey by Trellis data partner GlobeScan, in conjunction with Chatham House, interest in clean tech such as solar panels and electric vehicles is robust. In emerging markets in Africa and the Middle East, Asia-Pacific and Latin America, only around one in ten people say they have no interest in investing in clean options, indicating particularly strong enthusiasm in the Global South.
However, the defining insight from the data is the systemic nature of the barriers that inhibit adoption. Affordability remains the foremost constraint, as roughly one in three respondents say they’re interested but cannot afford solar panels or EVs. This affordability gap is particularly stark in emerging markets, where enthusiasm outpaces access and financing options.
Practicality is the second critical barrier, as consumers have to face infrastructure challenges such as grid reliability, installation logistics and the availability of charging networks. In addition, there are perceived uncertainties related to performance, durability and ease of use. These aren’t merely product‑level issues but reflect broader ecosystem shortcomings that must be addressed to normalize clean‑technology ownership.
Europe and North America record meaningfully larger “not interested at all” segments, indicating cultural hesitation rather than just economic or practical barriers. In these markets, overcoming psychological and behavioral barriers may be as important as improving affordability and practicality.
What this means
The research shows fundamental barriers that the market hasn’t resolved are holding clean-tech adoption back. Affordability is the primary obstacle and many consumers who want to adopt clean solutions still can’t access them at a viable cost. Practicality challenges reinforce this gap as limited infrastructure, installation complexity and uncertainties about everyday performance continue to slow uptake.
These issues reveal a clear execution gap in the green transition. The path forward requires creating conditions where clean technologies are easy to access, simple to use, and seamlessly integrated into daily life. When costs come down, when infrastructure removes friction and when solutions feel convenient for the mainstream consumer, the significant latent demand can translate into widespread adoption especially in the Global South.
Based on a survey of nearly 32,000 people conducted July — August 2025.
