Gen Z and Millennials believe it is up to them to stop climate change from getting worse. That doesn’t mean they want to do it alone, though; they want brands to participate in the sustainability issues they care about. While they do what they can to help the environment, not every decision young people make can be about being eco-friendly. Ultimately, they want corporations and the government to step up their climate change agendas— and that means going beyond greenwashing.
YPulse’s 2025 Sustainability report digs into young people’s overwhelming worry about climate changed how they want brands to help combat this issue through the products they make and the activism they preach.
Report length: 18 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded January 2025. 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 2025
