From Anxiety to Agency | Five Ways Sustainable Brands Can Win Back Gen Z
80% of Gen Z globally report being personally affected by climate change, yet their engagement with sustainable solutions is declining. Looking to the future, many young people are asking, “What’s the point?”
At this troubling tipping point, how might brand leaders rethink their approach to sustainability to stay relevant to the next generation while building resilience for a world in flux?
In our latest webinar with BBMG on April 24th, 2025, we explored how brands can move Gen Z from climate anxiety to empowered action. We also heard illuminating perspectives from special guest Emmy Scott, Executive Director of the youth-led environmental group Earth Guardians, on how brands can show up with honesty, and empathy, and help young people participate in positive change.
Highlights from the webinar discussion included:
- Gen Z’s deep concern about global issues is matched by a growing sense of disillusionment.
- Five strategies—leading with truth, making power personal, creating community connections, inviting joy, and weaving new stories—can help re-engage them.
- Emotional connection matters just as much as rational messaging for inspiring sustainable behavior.
- Intergenerational collaboration is essential to unlocking Gen Z’s full potential for impact.
