A survey conducted by Helios, a bank committed to a sustainable future, reveals marked generational gaps regarding climate urgency. Young people seem more engaged in eco-responsible behaviors, while boomers appear less concerned.
Generation Z, at the forefront of change
According to the annual “Purchasing Power and Ethical Consumption” barometer, 50% of Generation Z have already adopted sustainable consumption practices. These young people, born after 1995, display a significantly stronger ecological awareness than boomers (born before 1965), of whom 24% do not feel concerned about global warming. Generation Z is also distinguished by its willingness to pay more for sustainable products: 63% of them are ready to increase their budget for responsible consumption, compared to 45% of boomers. However, price remains a major barrier for all generations.
A mixed trust in politics
I note that young generations, despite their commitment, exhibit ambivalent behaviors. They express a relative trust in politicians’ ability to solve the climate crisis, with a gap of 16 points compared to boomers. However, this trust does not translate into votes: 43% of Gen Z and 49% of millennials abstained from the last legislative elections, according to IPSOS data 2024. This paradox highlights a tension between their high expectations of decision-makers and their political disengagement.
According to the study, I find that young generations, particularly Gen Z and millennials, are more demanding. They prioritize ethical products with labels and environmental scores, criteria to which they assign 7 to 10 points more than the national average. These preferences reflect a heightened search for transparency and quality in the products they purchase.
An intergenerational challenge for ecological transition
The results of this survey reveal significant divergences in the perception and actions in response to the climate emergency. Young people seem ready to invest more to reduce their ecological footprint, but these efforts require alignment with ambitious public policies. Facing a fragmented climate consciousness, I see a need for intergenerational dialogue emerging. Encouraging sustainable consumption for all involves a collective awareness and accessible measures to meet the expectations of the less sensitized generations.
Article based on a press release received by the editorial team.
