Report: From Anxiety to Agency
Five Ways Sustainable Brands Can Win Back Gen Z
New research from GlobeScan and BBMG highlights the Gen Z dilemma: despite feeling the most impacted by climate change and expressing the highest levels of environmental concern, young people are becoming increasingly disengaged from brands and organizations offering solutions for sustainable living.
The data from our March 2025 survey is startling: 77% of Gen Z in the USA are considered inactive or indifferent to sustainable behaviors.
Instead of feeling empowered to act, young people are becoming paralyzed by anxiety, overwhelmed by complexity, disillusioned by a lack of leadership, and increasingly disconnected from the very solutions they seek.
But there’s also this: two-thirds of Gen Z in the USA who did not buy sustainable products in the last month say they would have done so if they could have.
Download the full report here for:
- Gen Z Trends: Global and USA Data
- Sustainable Consumer Segmentation
- Five Ways Sustainable Brands Can Win Back Gen Z
- Best-in-class Brand Examples
