Growing up in an era of constant environmental crises, I’ve seen firsthand how my generation and I approach sustainability differently from those before us. It’s not choices when it’s convenient; it’s a part of who we are and what we stand for. From what we buy to how we eat, work, and even advocate for change, our choices reflect a shared commitment to a better future.
We’re a generation that recognizes the urgency of climate action and is willing to challenge conventions to make a difference. We’re not waiting for change to come from the top down—our daily decisions, voices, and collective actions are creating a ripple effect that industries and governments can no longer ignore. Through numbers, movements, and new lifestyle choices, our commitment to sustainability isn’t just a trend. It’s how we’re shaping the world we want to live in.
1. Consumer Power: Voting with Their Wallets
More than any previous generation, Gen Z and Millennials are putting their money where their values are. According to a 2021 survey by First Insight, 73% of Gen Z consumers are willing to pay more for sustainable products, compared to 68% of Millennials and only 34% of Baby Boomers. This demand for sustainable products has pushed brands to rethink everything from packaging to sourcing practices to meet the environmental expectations of younger consumerser, 62% of Gen Z, the largest consumer group in the U.S., prefer buying from sustainable brands, and 50% say they’ve boycotted a brand over sustainability concerns, according to a 2022 IBM study . These reflect a fundamental shift in consumer culture where sustainability is a top priority, influencing everything from fashion to technology.
2. Lifestyle Choices: Reducing Waste and Embracing Minimalism
Gen Z and Millennials are adopting lifestyles that prioritize sustainability and low-waste living. They’re more likely to seek out secondhand products, repair items instead of replacing them, and reduce single-use plastic consumption. The U.S. Environmental Protection Agency reported a 50% rise in secondhand shopping and rental services in 2022, particularly among younger adults, as they aim to reduce waste and conserve resources .
According to a ThredUp, an online resale platform, the secondhand clothing market has been growing at a rate 11 times faster than the broader retail sector. The study found that 43% of Millennials and Gen Z plan to buy more secondhand fashion in the next five years, with 45% citing environmental concerns as their primary reason . This trend toward minimaeuse is pushing the fashion industry to adopt circular economy models, emphasizing durability, repairability, and resale.
3. Eco-Friendly Diets: Plant-Based Eating and Sustainability
Sustainable diets are also a major factor in how the younger generation is reducing their carbon footprint. A 2022 survey by YouGov found that 54% of Gen Z and Millennials are actively reducing their meat intake, with a strong preference for plant-based alternatives to lower their environmental impact. Meanwhile, the demand for plant-based foods is growing at a rate five times faster than traditional food sales .
Research by the Good Food Institthat plant-based food sales have seen consistent double-digit growth over the past three years, with a particular emphasis on meat and dairy alternatives. This trend is reflected in the growing availability of plant-based options, from burgers to oat milk, showing how the new generation is impacting even the food industry’s supply chain and production processes .
4. Workplace Expectations: Seeking Grnd Corporate Responsibility
The new generation is also shaping the workplace by prioritizing employers with strong environmental practices. According to a 2023 survey by Deloitte, 52% of Gen Z and Millennials say they’d consider changing jobs if their current employer isn’t committed to sustainability. This generation expects companies to do more than just offer green products—they want employers who align with their values and are proactive in addressing environmental challenges .
Companies have responded to this shift by creatingused on sustainability, such as environmental managers and sustainability consultants. The U.S. Bureau of Labor Statistics has projected a 9% growth in environmental and sustainability-related jobs by 2030, as companies strive to meet the demand for sustainable practices and fulfill the expectations of a socially conscious workforce .
5. Advocacy and Political Impact: Leading the Charge onange
Gen Z, in particular, has become an active voice in policy advocacy, pushing governments for stricter environmental regulations. In 2022, 78% of Gen Z respondents in a Pew Research survey said they consider climate change to be a major threat, compared to 54% of Baby Boomers. This generation has led numerous climate strikes, organized grassroots campaigns, and demanded action on issues ranging from fossil fuel divestment to plastic bans .
In response, governments worldwide are listening. Recent policy chanthe European Union’s 2024 ban on single-use plastics and U.S. commitments to reducing greenhouse gas emissions by 50% by 2030, reflect the influence of youth-led movements. The new generation’s advocacy is reshaping national and global environmental policies, demonstrating that their commitment to sustainability extends far beyond personal lifestyle choices.
Conclusion: The Green Generation is Just Getting Started
The new generation’s dedication to sustainability is evident in their purchasing decisions, lifestyle habits, career choices, and activism. Their influence has already pushed companies and governments to prioritize environmental responsibility, signaling a long-term cultural shift toward a sustainable future. With each purchase, job application, and advocacy effort, they are driving a greener, more sustainable world that future generations will inherit.
As they continue to demand accountability and progress, the impact of Millennials and Gen Z on sustainability is only set to grow. They are not just influencing industries and policies; they are shaping a sustainable legacy.