In fact, for many years, general climate change indifference and a belief that someone else will solve the issue have largely resulted in inaction. But today’s younger generations, spearheaded by the most powerful demographic on the planet – the Millennials – are increasingly aware of the potential consequences of inaction and have a different perspective. Having grown up in an age of greater environmental enlightenment, with a technology-facilitated global perspective and greater awareness of the planet’s fate, they are agitating to bring about more urgent change to protect their and their children’s future.
Millennial consumers are beginning to vote with their wallets and they, together with Gen Z, will eventually become dominant at the ballot box.
Crucially, younger generations are not only more concerned about the environment, but their spending has also started to reflect their values. Therefore, we believe that consumer demand for sustainably sourced goods and services will force companies to adapt and find new solutions, because there will be a commercial and competitive imperative to do so. Eventually, it may become a political imperative to do so as well, as more effective legislation will reinforce the momentum of the transition.2,3