Sustainability just a trend or a way of life?
In our study, we addressed questions on environmental protection and sustainability across all topics and were thus able to show how important this topic is in many areas of life - from the choice of means of mobility to the influence on purchasing decisions, and in each case on a generation-specific basis.
While the boomers tend to look at the issue with guilt, Gen X recognizes the actions of the younger generations in a positive light. For Gen Y, the most important thing is to act visibly for others and Gen Z is looking for a balance between life and sustainability.
Younger generations are often vocal and public advocates of climate protection. However, while the media presence is high, only 42% state that sustainability is an important part of their lives. Older generations are less "vocal", but attach great importance to the issue. Almost 70% of boomers see a healthy environment and climate protection as an important goal in life.
52% of Gen Z find mobility sharing important for environmental reasons, clearly distinguishing themselves from the "parents' generation". Almost 18% already use these services and thus contribute to environmental protection.
