Generation Regen

The majority are more radical in their attitudes and behaviors than older generations. Not only are 71% willing to protest for the climate compared to 48% across all generations, but 52% are even willing to get arrested for it, compared to 36% total. 73% are also willing to make dramatic changes to their lifestyle if it protects the planet, and 57% say they would forego having children. Highly intentional in the way they spend, they will push brands out of their comfort zone: 64% say they will actively boycott brands if they are doing nothing to help reverse climate change.

Ivy Jaguzny, youth activist and press lead at Zero Hour, explains to Wunderman Thompson Intelligence that many businesses have yet to recognize that inaction on climate is a dealbreaker for her generation: “There’s a difference between mentioning climate change and acting like our lives and our futures depend on it, because they do.”

Jaguzny points to Patagonia as a brand she feels comfortable supporting, a view echoed by other gen Zers in our research. The brand’s bold leadership sets a high bar and reflects the commitment of gen Z activists. Prior actions include closing stores and offices on the days of youth climate protests and suing the Trump administration to protect public lands. Patagonia also funds climate justice groups – an issue that resonates most strongly with this cohort. 82% of gen Z recognize that sustainability is inextricably linked to other problems we face, like poverty, equality and social justice.

Brands that hope to woo this generation must show leadership on the climate crisis (and other global challenges like social injustice and inequality) or forfeit their custom. Extinction Rebellion activist Will Skeaping tells Wunderman Thompson Intelligence that time is running out: “If companies think gen Z audiences will give a flying sh*t about anything they’ve ever done, if they drop the ball on this, they’re over. That’s it.”

Soothing Gen Z’s Eco-Anxiety

Generation Z’s calls for change are in part propelled by genuine fears for their future.

“Climate change is honestly scary,” Jaguzny says. “Realistically, I’m not materially impacted. It’s just the stress of growing up with so much uncertainty and always feeling this looming threat over your head.”

For many like Jaguzny, eco-anxiety is real. 66% of all respondents express some anxiety about how climate change will affect them personally, rising to 72% of gen Z.

Author, broadcaster and researcher Britt Wray is on a mission to soothe anxieties. She is the creator of Gen Dread, a newsletter and podcast series that aims to help the eco-anxious navigate this stressful topic, develop coping mechanisms and build existential resilience. In her introduction to the series, Wray evokes the trauma, asking “Have you ever cried upon reading that a species you love is going extinct? Have you ever lost a coastline you call home to the sea?”

Brands are now stepping in, acknowledging distress and offering practical tools and support. European energy company Vattenfall aims to soothe fears with its Spotify playlist of positive stories on the progress towards a fossil fuel-free future.

Technology giant Samsung is taking an action-oriented approach. They’re partnering with Not a School on a self-learning course called Turn Climate Anxiety into Positive Action: How can technology unlock activism in everyone?

Danone’s plant-based drink brand Silk also took the practical route, launching a campaign for Earth Day which aimed to turn “climate worriers” into “climate warriors” by offering them a free 45-minute virtual eco-counseling discussion with a trained counselor. The sessions allowed participants to share personal experiences and provided advice on how to take action to address eco-anxiety.

Gen Zers Solving Plastic

From scientific innovation to entrepreneurship to political lobbying, generation Z is getting hands-on to help solve the plastic pollution problem.