- Report
- Behavioral
- Report
- Behavioral
North AmericaWestern Europe
Sustainability Report
Young consumers are thinking about climate change quite often, but their relationship with sustainability is anything but simple. They care deeply, feel hopeful about collective action, and want to make better choices—yet mixed messages, rising costs, and skepticism around what actually makes an impact complicate their efforts. What does “doing sustainability right” really look like to young consumers? And where do brands fit in as they try to balance values and affordability?
YPulse’s 2026 Sustainability report explores how young people are feeling about climate change now, how they’re trying to shop sustainably, and the eco-friendly actions that would make them more likely to buy from a brand.
Download the full report for further insights
- How often young consumers worry about climate change—and how many have eco-anxiety
- The actions they’re taking to help the environment
- What they expect of brands when it comes to being sustainable and more eco-friendly
Report length: 19 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded December 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 December 2025
Additional survey content for Pro users:
The full list of open-end responses showing the top brands young people perceive as sustainable, and why, how many have researched an eco-friendly product, and how young consumers want brands to get involved in climate action.
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.