![](https://globescan.wpenginepowered.com/wp-content/uploads/2023/01/IOTW_12-Jan-23_chart.png)
Around the world, younger generations are much more likely than older ones to feel guilty about their negative impact on the environment.
This highlights a significant generational gap among consumers and suggests that younger and rising generations may have higher expectations of brands to help reduce impacts on the environment.
Source: GlobeScan Healthy & Sustainable Living Consumer Research (survey of 29,293 people in the general public in June ‒ July 2022)