In our country, the threshold of attention to the issue of sustainability remains high, with 55% of Italians trying their best to adopt suitable behaviors, yet several barriers emerge: while those who would like to be more virtuous do not know how to do so, many consumers (4 out of 10) find it increasingly difficult to act sustainably due to the economic crisis. These are some of the findings of the 2024 edition of the survey "Who cares? Who does? Sustainability", conducted on a sample of 4,382 households by YouGov, the market leader in consumer surveys. 75% of Italians fall into the category of eco-actives (23%), so called those who show greater sensitivity on green issues and at the same time try to buy sustainable products regularly, or into that of eco-considerers (52%), who declare themselves to be generically concerned about the environment but less in a position to buy green products regularly: the interest of 3 out of 4 Italians is undoubtedly a positive response, especially when compared to the global average (64%), but there is still room for improvement, as evidenced by the 37% of households who say they are having difficulty translating this commitment into concrete action due to social and economic problems.