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North AmericaWestern Europe
Sustainability Report
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.
Download the full report for further insights
- How many Gen Z and Millennials are worried about climate change (and how they want brands and politicians to help)
- What actions different demographics are taking to be environmentally-friendly
- How young women are leading eco-friendly shopping trends like resale
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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.
Additional survey content for Pro users: Open-end responses on what brands young people perceive as sustainable, open-end responses on the top causes / issues young people feel passionate about (hint: climate is top), and how young consumers think brands are the most responsible party for solving climate change.
The Data File also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, POC, Country, Urban/Rural Status, LGBTQ+, and Parent.