Sustainability concerns are increasingly influencing the job and consumer decisions of Gen Z and millennials, driving fundamental shifts in workplace dynamics and purchasing behaviors. Findings from Deloitte’s 2024 Gen Z and Millennial Survey illustrate the growing importance of environmental responsibility for these demographics. Deloitte, founded in 1845, is a global professional services firm offering audit, consulting, tax, and advisory services.
Deloitte’s research involved over 22,800 Gen Z and millennial respondents across 44 countries, revealing a significant emphasis on workplace purpose and sustainability. A majority express dissatisfaction with jobs lacking a sense of purpose, with 86% of Gen Z and 89% of millennials prioritizing purpose for job satisfaction. Many reject tasks conflicting with their environmental or social values.
Environmental Concerns Drive Job Decisions
Many Gen Z and millennials are increasingly worried about climate change, with 62% of Gen Z and 59% of millennials reporting heightened concerns. These sentiments impact their job choices, with over 40% in both groups leaving or planning to leave jobs over environmental issues. Additionally, the data shows growing numbers researching a company’s environmental policies before accepting positions.
Consumer Behavior Reflects Sustainability Commitments
When it comes to consumer behavior, 64% of Gen Z and 63% of millennials are willing to pay more for sustainable products. More than 30% research companies’ environmental impact before making purchases. This trend indicates a significant shift toward sustainable consumerism influenced by climate change concerns.
Employer and Government Roles
Respondents want employers to invest in climate education, sustainable office renovations, and employee subsidies for green choices. Over half actively pressure employers to act on climate change, and more than three-quarters believe government intervention is necessary.
Various surveys have underscored these trends over the years. For instance, a 2023 survey pointed out similar concerns about climate change, emphasizing Gen Z’s and millennials’ willingness to switch jobs for better environmental practices. However, the 2024 survey highlights a rise in the percentage of young people researching environmental policies before job acceptance and purchases, indicating a strengthening commitment to sustainability.
Actionable Insights
– Companies should prioritize sustainability in their policies and practices to attract and retain young talent.
– Businesses must enhance transparency about their environmental impact to gain consumer trust.
– Offering sustainability training and green office initiatives can improve employee satisfaction and engagement.
Strikingly, the survey reflects a broader trend of young people integrating their environmental values into all aspects of life, from their professional choices to consumer habits. Companies must adapt to this shift by embedding sustainability into their core operations. This not only helps attract a committed workforce but also aligns with the growing demand for transparency and responsibility in consumer markets. By addressing these concerns, businesses can foster a more sustainable future while meeting the evolving expectations of Gen Z and millennials.
