Gen Z and Millennials have eco-anxiety about the future—they’re stressing about climate change and environmental issues often. But these gens see themselves as capable of changing the world, so they’re trying to live sustainably when they can. But they want, or maybe need, help from brands, because major environmentally friendly choices can be out of budget. So, brands need to know what actions young people are taking personally and what they want brands to contribute to the fight against climate change in return.
This year’s Sustainability report discusses young people’s feelings toward the planet’s future and environmental stewardship, what habits they’re changing, and what barriers they’re facing when shopping eco-friendly.
Report length: 17 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded January 2024. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in January 2024.
