Just as digital natives relate naturally to technology, a new generation is emerging that seems to relate differently to sustainability. The question that guided our search at Trendsity had to do with identifying whether we are witnessing a new way of relating to sustainability in the new generations and, if so, what meanings it acquires for them, what imaginaries and expectations they have in relation to the subject.
We wanted to find key insights for businesses in relation to sustainability and the new generations in our region. To understand how the new generations see the future, their role in the conservation of resources, their link with consumption and brands.
When investigating what this generation was like, we found that they are the first generation with environmental awareness, they assume an active commitment to sustainability (associating it with concepts such as action, education and change) but they know that they “inherited” a problem from previous generations.
According to the research, 53% consider that their generation is the first to have a true commitment to the environment, while 76% believe that each generation passes the responsibility to the next in matters of caring for the planet.
The opportunity for brands remains aligned with transparency: this generation demands honesty to show evolution and intention for authentic change.
This is an enthusiastic generation that knows that the time for change is now, but while they feel responsible, they do not want to be the only ones in charge of the issue: they are overwhelmed by the responsibility of change and consider that all generations must be committed. In fact, 72% maintain that change occurs if everyone acts in the same way and this involves governments, regulation and the educational system.
The research shows that for 92% the change begins at home, with education and responsibility, and 61% indicate that their family's habits changed because of some of their advice. This is because, given that a global change involves a variety of actors, they tend to embrace some causes that "are in their daily orbit", their family, their friends, their home, their neighborhood and their university.
How do they relate to consumption?
Marketing and sustainable consumption appear as a "plus" in scenarios where they must make some kind of "investment", 56% of those surveyed say they would pay more for socially and environmentally responsible products and services and 58% consider it "cool" to consume products from companies that are responsible with the environment and society.
They are also in a transition from owning to accessing: it is about being able to make a purchase on goods at a lower cost and with less guilt. Buying, selling used goods and renting is a form of access that puts into operation a logic of community and collaborative economy.
In turn, knowledge and technology emerge as key tools for change, because they help them not only to inform themselves but also to find concrete solutions for the planet and mobilize them for action; for example, 79% say that social networks are crucial to generate dissemination of social issues and agreements on causes, collaboration between peers and involvement with small causes.
An important fact for brands and businesses is that this generation is irritated by the double talk regarding sustainability and they demand serious changes from companies, who they consider an indispensable actor in change. This is a unique opportunity to correct, compensate old practices by guiding them, involving them; in fact, 80% say that companies are the first to initiate a change to take care of the planet and 64% maintain that there is a lack of alternatives, and they do not know where to collaborate to generate this necessary change.
Five profiles in relation to Sustainability:
Through a clustering analysis we detected five profiles according to their attitudinal link with sustainability. It is worth noting that the study shows that only 11% are true sustainable ambassadors. They are the ones who bring sustainability to concrete action and spread it seeking to motivate others to change habits:
Sustainable ambassadors (11%): Focused on action. Active, informed and passionate about being the first generators of change. Setting an example is a duty for them and they are outraged by double talk about sustainability. Receptive to collaborative economies, they use bikes and eat organic.
Sustainable natives (31%): Focused on education. High commitment with a focus on being informed to bring about change from home. They know they have the ability to carry out a historic change in habits. Somewhat less involved with concepts such as reuse or optimization of resources and collaborative economy.
Followers (17%): Focused on returning to the simple. Caring for the planet seems cool to them and they are attracted to sustainability but they are not mobilized to take action. They consider education and information to be key. But they believe they have to learn more about sustainability.
Good neighbors (36%): Focused on saving. They do what they can: take care of water, energy, not throwing paper in public places, but they are not passionate about change. More reactive to garbage and pollution in the city. Low interest in getting informed. They have a less committed view, where “change depends on everyone”, but where they do not make a special effort in this regard.
Distant (5%): Refractory to change because of the sacrifice it implies. Low involvement. Caring for the planet requires an investment of time and economic and personal effort for them. They take care of resources when it is necessary to save money. They give responsibility to future generations. Key Axes for Marketing and Business
From the study we found that the opportunity for brands remains aligned with transparency: this generation demands honesty to show evolution and intention for authentic change. To do this, dialogue becomes substance as well as collaboration: sustainable natives expect human brands, which speak to them from their possibilities but also from their limitations and show them concrete benefits and help them take action.
In short, in a fast and changing environment, where identity is reformulated with greater flexibility, the new generations are not the only owners of these concerns, but we are facing a profile that could inspire the dissemination of sustainable values and practices in an increasingly powerful way for all consumer segments.
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