Young generation think climate change and the destruction of nature
is the most critical issue. Moreover, the research from Global Shapers
Annual Survey shown 90% of young people agree or strongly agree that
Humans are responsible for climate change.
The European Perceptions of Climate Change report shows that a signif-
icant number of consumers in Norway, France, the UK and Germany are
somewhat concerned or very worried about climate change.
In July 2016, single-use plastic bag usage in England had dropped by
85% following the introduction of the 5p bag charge in October 2015,
according to the Department for Environment, Food and Rural Affairs
(Defra).
Veganism has grown by 500% since 2014 in the US, according to a
report by GlobalData, which suggests that consumers are connecting
ethical and sustainable lifestyles with wellbeing and wellness. According
to The Vegan Society, 42% of vegans in the UK are aged 15–34, and
veganism is one of Britain’s ‘fastest-growing lifestyle movements’.
They expect brand to be sustainable
‘Younger shoppers are especially conscious and want to know more
about where their products are coming from,’ says Yael Aflalo, founder
of eco-friendly fashion brand Reformation. ‘They are actively looking to
make a change.’
Consumers are increasingly placing less value on monetary acquisition,
with 61.9% of Chinese Generation Z consumers saying they no longer
believe that financial accomplishment is the main signifier of success and
94.4% claiming that it is essential for brands to be sustainable and envi-
ronmentally conscious (source: RTG Consulting).
The move in changing the world