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 is 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

 

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