People under 30 are less likely than older people to claim environmentally friendly behaviors like bringing their own shopping bag, recycling waste, and avoiding single-use plastics.
Conversely, younger consumers are more likely than those over 30 to volunteer in their local communities and shop second-hand.
There is an opportunity for brands to connect and engage with a younger generation who are excited about sustainable living but need support to change their everyday behavior.
Data source: GlobeScan Healthy & Sustainable Living Study 2021 (survey of 30,000 people in the general public in July 2021)
