Is the world prepared for Gen Z's climate reality check?
Blessing Lobho joined Purpose Union in our latest intake of interns. In this guest blog post, she asks: are businesses and governments prepared for Gen Z’s climate reality check?
COP29 is underway in Baku at a time when extreme weather events like wildfires, floods, and heatwaves are becoming alarmingly common. Enter Generation Z, a cohort that is not merely watching but demanding change, as can be seen in Purpose Union’s .Purpose Pulse report.
This is a generation that’s holding brands accountable when it comes to their climate credentials and helping to shift the dial of consumer behaviour towards more sustainable consumption.
Gen Z’s current sentiment on climate change
My generation stands out as the most climate-conscious generation to date because they actively speak up, expect brands to take real action, and support companies that address climate change. I see this clearly among my peers, many of whom are young activists taking to social media and the streets to raise awareness and hold companies and the government accountable.
Despite their anger, our research shows that 37% of Gen Z audiences remain optimistic, believing that there is still time to combat climate change, provided that brands, governments and individuals act swiftly.
Q: In the past year, when thinking about climate change, would you say you have become more optimistic or pessimistic?
Purpose Pulse 2024 chart shows how optimistic or pessimistic Gen Z and Millennials are about climate change
A Realistic View: Acknowledging the Climate Crisis
While optimistic about the potential for change, Gen Z also has a realistic view of the climate crisis and shares concern about the effectiveness of current efforts and the urgency of the situation.
This sentiment is reflected in our polling, which shows that 34% of Gen Z believe that the world is in a worse position to tackle climate change than it was five years ago, highlighting the gap between corporate actions and consumer expectations.
Q: Do you think the world is in a better or worse position to tackle climate change today than 5 years ago?
Purpose Pulse 2024 chart shows Gen Z and Millennials opinion on whether the world is in a better or worse position to tackle climate change
Their response to this question reflects a blend of hope and frustration. They feel that climate change is accelerating at the same time as not feeling those in power are taking it seriously enough. Greta Thunberg’s iconic “How dare you!” speech at the U.N. exemplifies the sentiments of this generation: we feel a strong need for accountability and meaningful action to tackle the climate crisis.
The pressure on brands: Are businesses doing enough?
This rising pressure from Gen Z, alongside Millennials, reflects growing dissatisfaction with how brands have approached climate issues. Our polling shows that these generations are increasingly sceptical of corporate climate efforts, as 57% of Gen Z state that businesses are not doing enough to address the challenges of climate change.
It is clear that my generation is growing weary of symbolic gestures and is instead seeking genuine, measurable commitments from businesses.
Q: Do you think business is doing enough to address the challenge of climate change?
Purpose Pulse 2024 chart showing whether Gen Z and Millennials think business is doing enough to address climate change
Recommended actions: What Gen Z wants
So, what specific actions does Gen Z want brands to take? My generation supports a range of bold measures. Gen Z are more likely than Millennials to support bans, taxes and regulation. These include policies such as banning fossil fuel exploration, restricting air travel and raising taxes on carbon emissions.
Q: How likely would you be to support the following actions to tackle climate change?
Purpose Pulse 2024 chart showing the actions Gen Z and Millennials would be willing to tack to address climate change
Whether it's corporate transparency, visible support for environmental causes, or efforts to educate the public on sustainability, Gen Z is holding brands to higher standards. From my perspective, Gen Z is an important part of helping to redefine what it means to be a responsible brand in today’s world.
Embracing a sustainable future
Gen Z’s expectations are clear: they want more than just promises. They demand a genuine commitment to sustainability and accountability from the companies they support. With the climate emergency escalating, will businesses and governments live up to our expectations? Will COP29 bring about the ambitious change we’re looking for?
Download the Purpose Pulse 2024 to find out more about what Gen Z and Millennials expect from business, leaders and society.
