Surveys say Gen Z cares about the environment more than other generations. According to a 2021 study from Pew Research, 67% say "Climate should be top priority to ensure sustainable planet for future generations." The percentage drops to 37% for "addressing climate change is my top personal concern." And only 32% said they "have personally taken action to help address climate change within the last year." (Tyson, Kennedy & Funk, 2021)
Could it be that Gen Z is all for others addressing climate change, but is unwilling to make personal sacrifices?
Unfortunately, talking about climate change on social media - which 67% of Gen Z does, is not going to save the environment. Only actions will do that.
A new study from the Stand.Earth has linked deforestation of the Amazon rainforest with consumption of leather goods. While they admit to difficulty in collecting data, they were able to establish that Brazilian leather accounts for 41% of China's imports and 36% of Italy's.
Many fashion companies claim that leather is a by-product of the meat industry and therefore they are not to blame for forest clearance. But leather from Brazilian slaughterhouses brought in $1.1 billion in 2021.
If 67% of Gen Z care about the environment, why are only 32% taking personal action? Is there a way to turn their words into deeds?
Would telling people about the link between Amazon deforestation and leather goods persuade them to give up leather shoes, handbags and car interiors? What other messages might be successful in motivating people to act more responsibly?
What
actions are you taking to help save the environment? Are you willing to make sacrifices for the
cause? What messages would motivate you?
Tyson, A., Kennedy, B., & Funk, C. (2021, May 26) Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue. pewresearch.org. Retrieved February 8, 2022, from https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/
Bauck, W. (2022, February 7) Did Your Handbag Help Destroy the Rainforest? nytimes.com. Retrieved February 8, 2022, from https://www.nytimes.com/2022/02/05/style/lvmh-nike-prada-amazon-deforestation.html
