Leger is proud to be a part of the Worldwide Independent Network of Market Research (WIN), an organization of different market researchers around the world that develops quality insights around the world. Multiple times a year, all WIN members conduct research on various subjects that interest the global population. Earth Day is on April 22, and this version of the Worldviews Survey focuses on time spent in nature, personal health, and environmental awareness.
Leger conducted the study in the United States and Canada.
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A quarter of the global population rarely spend time in nature with huge disparities between countries
At 47%, nearly half of the global population respond they often spend time in nature. However, concerningly, a quarter of people rarely do so and 27% do so only sometimes. The survey shows education plays a key role: those with higher education engage with nature more frequently than those with lower education levels – 39% of people with little to no education say they rarely come in contact with nature compared to just 16% of master’s or PhD graduates. Employment status also affect time spent in nature, with retirees and/or disabled individuals spending time in nature the most (57% respond ‘often’), followed by fulltime employees (48%), while students and housewives do so the least (39% and 40%). Another factor to consider is age where older individuals (over 55) tend to have more time for outdoor activities, while younger people (18 to 34) show lower engagement, despite being the key demographic for environmental awareness efforts.
Thailand (23%), Indonesia and Vietnam (15%), all countries in the APAC region, show the lowest engagement levels. Factors influencing the low engagement in nature in Indonesia and Vietnam include rapid urbanization, limited green spaces in major cities, and economic priorities taking precedence over environmental ones. Cultural dynamics, like younger people preferring to spend time indoors and fears of sun exposure further reduce outdoor activity.
In contrast, Paraguay ranks first globally for the highest engagement with nature, suggesting a very strong outdoor culture at 84%. This is followed by India (70%), Slovenia (67%), and Finland (65%). Over half of Slovenia is forested meaning nature is accessible even in urban areas, in addition the feelings of safety and lifestyle habits of the population, all encourage outdoor play and walking. Meanwhile, Finland’s strong cultural bond with nature is highlighted by the responses – boating, foraging, and time spent in forests are part of everyday life and linked to national happiness. Despite being warm and humid, Paraguay still enjoys significant green coverage both outside and in cities, where urban planning integrates natural elements and a strong preference for homes with gardens.
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Spending time in nature has a clear positive impact on self-perceived health
Outdoors activities like gardening, park visits, hiking, and eco-tourism are not only beneficial to raising environmental awareness, but time spent in nature also has a significant impact on individual health and wellbeing. The data underscores a strong correlation between self-perceived health and regular contact with nature: 81% of people globally who frequently spend time in nature perceived themselves as ‘very healthy/healthy’, while only 18% do not. Whereas, amongst those who rarely or never have contact with nature, only 67% feel healthy and 32% feel at least somewhat unhealthy.
As we celebrate the Earth Day, we would like to underscore the importance of nature in our lives and its profound relationship with our overall health and wellbeing.
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Those who are most in touch with the nature are also the ones most engaged in protecting it
Overall, the majority of people globally (82%) believe that personal actions can improve the environment. This remains true across all demographic groups and regions. Amongst those with who frequently have contact with nature, 84% believe this (vs 80% amongst those with little contact with nature). This highlights that those who feel closer to nature are more likely to believe their own power can make an environmental difference.
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Awareness of corporate and government environmental efforts increases with nature engagement
Nearly half of the global population (48%) believe the government is not taking the necessary actions to take care of the environment – a slight decline from 55% and 50% in 2022 and 2024. People from Europe and the Americas have the most negative perception of the government concerning environmental efforts at 59% and 54%, respectively. In contrast, only 31% of the people in the APAC region think this, with 98% in Thailand agreeing their government is taking action, followed by Vietnam (97%) and Indonesia (94%).
Skepticism toward the government rises with time spent in nature – 50% amongst those often outdoors vs. 45% among those rarely outside. Interestingly, frequent nature-goers are also more likely to believe companies take sustainability seriously (25%), despite being just as likely to question or criticize them (43%). This highlights that the more connected people are with nature, the more informed and nuanced their view of corporate sustainability becomes. They are not blindly optimistic but are less cynical and more engaged with environmental actions – recognizing both real efforts and greenwashing when they see it.
