Key Takeaways
- Gen Z feels the climate crisis in a deeply personal way: Nearly half say they are “greatly personally affected” by climate change.
- Anxiety is rising: Gen Z is increasingly overwhelmed and emotionally exhausted. Nearly four in ten report feeling anxious most or all of the time – double the rate of older generations.
- Brands must respond with urgency: This is not a temporary dip – it’s a global wake-up call that challenges assumptions and demands that brands go beyond messaging to deliver real, meaningful action that re-engages young people.
New global research from GlobeScan and BBMG across 31 markets shows that Gen Z is disproportionately carrying the personal and emotional burden of the climate crisis, and the contrast is especially stark between the youngest and the oldest generations. In line with other age groups, more than seven in ten Gen Z say they are extremely worried about current and future harm to the environment caused by human activity and climate change (73%). However, Gen Z tend to feel more personally impacted by climate change than those who are older. Along with Millennials, they are the most likely to say they are personally “greatly affected,” with nearly half (49%) feeling the effects directly compared to just 38 percent of Baby Boomers and older. Nearly four in ten (38%) report feeling stressed or anxious most or all of the time – more than double the rate among the oldest generations (17%). In short, Gen Z is carrying the emotional weight of the climate crisis more heavily than any other age group.
WHAT DOES THIS MEAN?
Our research shows growing disengagement among Gen Z, and we can’t afford to leave them feeling hopeless. While young people feel much more personally affected by climate change than those of the older generations, many are pulling back from sustainable behaviors, asking not how to help, but why they should bother. This isn’t just a moment of doubt – it’s a generational crisis of confidence. The emotional toll is high, the complexity feels overwhelming, and the perceived lack of leadership is fueling apathy and withdrawal.
This is a call to action for brands, governments, and all institutions: Gen Z doesn’t need empty promises – they need to see real progress. If we want to re-energize the most climate-conscious generation, we must create meaningful pathways for agency, hope, and impact before the disengagement becomes permanent.
Discover five core principles that transform sustainability from obligation into opportunity in our new report From Anxiety to Agency: Five Ways Sustainable Brands Can Win Back Gen Z. Each principle bridges the gap between intention and impact, helping brands move from incremental progress to transformative change.
Survey Question: How much are you personally affected by each of the following? – Climate change or global warming; Now we would like you to answer a few questions about what you do in your everyday life. Please indicate how often you do each of the following. – I feel stressed or anxious
Source: GlobeScan and BBMG From Anxiety to Agency: Five Ways Sustainable Brands Can Win Back Gen Z report (survey of 30,216 people in the general public across 31 markets in July ‒ August 2024)
