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Sustainability: a value for young people to focus on

Who said that the younger generation pays little attention to environmental and social issues?
Young people show themselves to be increasingly sensitive to issues concerning sustainability, understood more as environmental respect and defense (41%), but also taken into consideration socially (23%) and nutritionally(33%).
Making the society in which we live more “sustainable” is considered an important goal by the majority of Generation Z (69%).
“Respect” (45%), “future” (41%) and “life” (35%) are the key concepts with which sustainability is associated.

Young consumers and the road to sustainability
The Credit Suisse Research Institute (CSRI) today released a comprehensive study on the value of sustainability to young consumers, the likelihood of their consumption will shift toward sustainable products and services, and the spending categories expected to feel the effects most. The study is based on responses from 10.000 people in ten countries, aged 16 to 40. It examines climate change from the perspective of consumers, who are the main cause all emissions. The degree of environmental awareness and willingness to adopt a more sustainable lifestyle among young consumers were examined. According to estimates, this group now accounts for 48% of global consumer spending and could reach 69% by 2040.

The survey shows a high level of anxiety : in all 10 countries, 65%-90% of them say they are concerned or very concerned about the environment. But confidence in a more sustainable future is low: in fact, less than 30% believe that long-term climate change targets are likely to be met. Nevertheless, about 75% of young environmentally sensitive consumers intend to live sustainably in the future, while 25% will try to convince family and friends to do the same.
About 60% of consumers surveyed emphasize that increasing sustainability requires more attention to this issue in education.

What can be done to develop an increasingly green and sustainable consciousness?
According to the younger generation that more information is needed in schools (53%) and a greater focus on these issues by the media (46%), both traditional and new media, capable of speaking to the younger generation in a more immediate language.