Gen Z & sustainability: How radical is the "green generation"?

Consumer Insights whitepaper

Gen Z & sustainability: How radical is the "green generation"?

First, Greta Thunberg shook up the world with the "Fridays for Future" protest movement. Now, the "last generation" is taking to the streets in Germany, Austria, and Italy, sticking themselves to the asphalt, and disrupting traffic in the name of climate protection. Gen Z are leading the charge for the environment, but how far are they truly willing to go? And how does this supposedly fierce activism shape their choices as consumers and their attitudes towards brands?

In this whitepaper - featuring data for Brazil, Germany, the United Kingdom, and the United States - we analyze the most recent data on Gen Z’s sustainability attitudes for you, shedding light on how their mindset translates into consumption behavior and giving you insights essential to understanding this key audience.

Topics include:

  • Gen Z‘s willingness for sustainable activism
  • A glimpse into their current state of mind
  • Sustainability superstar or eco-villain?
  • Drivers and barriers for sustainable consumption

Table of contents

Recent data from our Statista Consumer Insights sustainability survey reveals that the majority of Gen Z prefer a more tactful approach to combat climate change, opting for peaceful protests and environmental initiatives instead of breaking the law or cancelling brands. While they may not all resort to radical or unlawful measures in order to protect the environment, nearly half of Gen Z respondents do see themselves as sustainable consumers and approximately a third are willing to spend more on eco-friendly products, making sustainability an ongoing and crucial trend for brands and companies to consider.

Design of the survey

  • Method: Online survey
  • Survey name: Consumer Insights Sustainable Consumption
  • Regions: Brazil, China, France, Germany, India, Mexico, United Kingdom, United States
  • Number of respondents: 1,016 to 1,043 per country
  • Age of respondents: 16 to 64 years
  • Type of respondents: residential online population
  • Survey time period: June 2023

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