What Actions Are Young People Taking to Reduce Their Environmental Impact?

According to many surveys and studies, Generation Z and Millennials are much more concerned about green and sustainability issues than older generations. But how true are these surveys?

I am not questioning the validity of the organizations conducting these surveys. They are usually conducted by reputable and trustworthy organizations.

Instead, I am questioning the results. That is, do younger people act on their green and sustainability values?

A study, released earlier this year, called the 2023 Gen Z and Millennial Survey, published by Deloitte, a leading consulting and advisory firm with a global presence, addressed some of my concerns. More than 22,000 individuals from over 44 countries responded to the survey. They were all asked the following questions:

What actions have you taken or intend to take to reduce your environmental impact in the following areas?

Stop driving a car.

35 percent of Gen Zs have done so/intend to; 26 percent plan to do so.

33 percent of Millennials have done so/intend to; 25 percent plan to do so.

Avoid purchasing fast fashion (fast fashion is made from chemicals that harm the environment)

33 percent of Gen Zs have done so/intend to; 25 percent plan to do so.

37 percent of Millennials have done so/intend to; 23 percent plan to do so.

Making my home more energy efficient.

24 percent of Gen Zs have done so/intend to; 43 percent plan to do so.

27 percent of Millennials have done so/intend to; 41 percent plan to do so.

Eat a vegan or vegetarian diet.

21 percent of Gen Zs have done so/intend to; 22 percent plan to do so.

22 percent of Millennials have done so/intend to; 22 percent plan to do so.

Purchase an electric vehicle.

16 percent of Gen Zs have done so/intend to; 41 percent plan to do so.

15 percent of Millennials have done so/intend to; 44 percent plan to do so.

Work for brands that have reduced their environmental impact.

17 percent of Gen Zs have done so/intend to; 25 percent plan to do so.

16 percent of Millennials have done so/intend to; 23 percent plan to do so.

Takeaways

Now we have a better picture of the actions being taken by Gen Zs and Millennials to reduce their environmental impact. I had hoped the numbers would have been higher.

The researchers at Deloitte suggested one reason they are not higher is the financial challenges these generations face. For instance, purchasing a new electric vehicle is still more costly than a comparable gas-using vehicle, so the conventional auto is often selected.  

As to making their homes more energy efficient, many of these people rent where they live. The significant steps to make a home more energy efficient are up to the property owner.  

My main conclusion from this research is that we have made progress, but not enough. Perhaps the results would be different if the survey was conducted after the 2023 summer, which exposed us to the worsening effects of climate change worldwide. If so, possibly more people might say they are willing – possibly more than ever - to do everything they can to reduce their environmental impact.

Steve Ashkin is CEO and founder of The Ashkin Group; an internationally recognized consulting firm working to green the professional cleaning industry and help organizations implement effective and cost-effective sustainability programs.  Our commitment to Green Cleaning and sustainability is more than business, it is a passion, a calling, a mission in life – to transform the cleaning industry.

To contact Steve, click here.