From Anxiety to Agency Report

The Gen Z Dilemma

New research from GlobeScan and BBMG highlights the Gen Z dilemma: despite feeling the most impacted by climate change and expressing the highest levels of environmental concern, young people are becoming increasingly disengaged.

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Picture this: A teenager stares at their phone, paralyzed by headline after headline about the climate crisis, political dysfunction, and societal division. They want to act but feel overwhelmed by the sheer scale of the problem. This scene plays out millions of times daily, and it represents a critical challenge for brands: 80 percent 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?”

Instead of feeling empowered to act, young people are becoming paralyzed by anxiety, overwhelmed by complexity, disillusioned by a lack of leadership, and increasingly disconnected from the very solutions they seek. This isn’t just anecdotal. It’s a pattern we’re seeing globally, and it challenges everything we thought we knew about young consumers and sustainability. isn’t just anecdotal. It’s a pattern we’re seeing globally, and it challenges everything we thought we knew about young consumers and sustainability.

Five Ways Sustainable Brands Can Win Back Gen Z:

Drawing on decades of research in psychology and social science, we’ve identified five core principles that transform sustainability from obligation into opportunity. Each principle bridges the gap between intention and impact, helping brands move from incremental progress to transformative change.

• Lead with Truth: Facing challenges with radical honesty and bold imagination turns hard truths into creative possibilities.
• Make Power Personal: Focusing on small actions, immediate feedback, and clear impact boosts self-efficacy and unlocks momentum.
• Create Connection Loops: Building new relationships between people, products, and planet transforms sustainable living into meaningful community.
• Invite Joy: Enhancing positive emotions makes sustainability a source of wellbeing and joy.
• Weave New Stories: Honoring both realities and aspirations makes sense of today and shows what’s possible tomorrow.

The opportunity is clear but challenging. By designing products, services and experiences that inspire confidence, deepen relationships and build momentum toward healthy and sustainable living, brands can help transform sustainability from a source of anxiety into a path toward agency, creativity and joy.