Could Gen Z or Gen Alpha be the first truly “native sustainable” generation?
Each generation of workers comes with its own name or letter of the alphabet, such as Baby Boomers, Gen X, Millennials / Gen Y, Gen Z, and Gen Alpha. Plenty of research and articles are available on each generation. Today, I’d like to focus on Gen Z and Gen Alpha and their relationship with sustainability.
Let’s start with Gen Z, the generation that was born between 1995 and 2010.
Research featured in an article by the World Economic Forum states that Gen Z, “the first generation of ‘digital natives,’ shows the most concern for the planet’s well-being and influences others to make sustainability-first buying decisions.”
According to the article, Gen Z cares more about sustainable buying decisions than brand names. They are also inspiring other age groups to act more sustainably. For instance, their insistence on making values-based sustainable choices has influenced their Gen X parents, who are now also making more sustainable choices.
But is Gen Z the generation that will save the planet?
Probably not, for the reasons stated in the World Economic Forum article, “The main reasons for consumers not adopting a more eco-friendly lifestyle are a lack of interest because they think it’s too costly or insufficient information.”
These research results align with research we at Old Surfer conducted with Hamilton Global Intelligence and CINT.
Does this mean that Gen Alpha will be the first native sustainable generation?
Mark McCrindle first coined the term Generation Alpha. In his article, The Future of Sustainability for Gen Alpha, he states that sustainability will be at the forefront for this generation. He says, “Growing up, Generation Alpha will have access to more information and will increasingly be faced with the importance of sustainability, more than any generation before them, even more than Generation Z. For today’s young people, sustainability has become a lifestyle through purchasing and consuming products that avoid harming the environment as well as choosing products that are good for their own wellbeing.”
Research from the Annie E. Casey Foundation states that, “Pre-pandemic, experts projected that Generation Alpha kids would follow in the activist footsteps of Generation Z and keep sustainability near the top of their priority list. Now, COVID-19’s radical reset of societal norms could further intensify this age group’s interest in reimagining a greener, healthier world.”
