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NA vs WE: Young Consumers Approach Sustainability Differently

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

Written and Edited by the YPulse Editorial Team

Jun 29 2023
North America, Western Europe

KEY TAKEAWAYS

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 lifestyle, underscoring just how important sustainability is for these gens. But while Gen Z and Millennials in NA and WE both care a lot about the environment, their behaviors, and views on sustainability are not exactly the same. These three stats tell you how young...