The business case to address the needs of Generation Z.

Gen Z is our next generation of leaders, activists, and politicians; many of them have already assumed adult responsibilities by initiating climate movements, leading marches for social justice, and encouraging companies to align closely with their values. The current environment has intensified pre-existing risks for young people, such as high and persistent youth unemployment.

The pandemic has affected many aspects of their lives beyond education and careers. More than half report that the pandemic has made it more difficult to have fun and almost half feel the same about being happy and maintaining their mental health. Many also report that it has been detrimental to relationships with their friends, physical health, love life, the search for hobbies, and other important aspects of being a young person.

The business case

Data from Statista’s Global Consumer Survey show that younger people are learning more actively about carbon dioxide, the gas most responsible for global climate change. In particular, Generation Z Germans seem to be the most interested in the subject. Much of this could be due to the fact that younger people, particularly in Generation Z, are passionate about education, suggesting that part of this interest is academic. However, the same individuals also enter the labor market for the first time, which significantly increases their purchasing power. By 2025, millennials and Gen Z are expected to dominate consumption in sustainable markets.

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