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NA vs WE: Young Consumers Approach Sustainability Differently

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Young consumers in  North America and in Western Europe have different views when it comes to sustainability and the environment…

TL;DR

  • Young consumers in Western Europe are more likely than their North American peers to research if a product is sustainable
  • European Gen Z and Millennials are twice as likely as young North Americans to be using public transportation to help with the environmental crisis
  • Young Europeans want brands to be talking to them about climate change, more so than young consumers in North America
Climate change is very real for young consumers, who are growing up witnessing the rise of environmental crises like floods and heat waves—now present in both North America and Western Europe. So, data from YPulse’s Sustainability Report shows that more than two-thirds of Gen Z and Millennials in both regions say they live a sustainable...

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