The next generation has spoken. Young people, women and people of color expect
brands to become part of the climate change solution — in significantly higher
numbers than the general population. These are tomorrow’s leaders — and the
groups most impacted by climate change — and they are eager to do their part.
A forthcoming omnibus survey conducted by WE
Communications and YouGov in September 2022
reveals young people are hungry for actionable information about their own
impact and the impact of their favorite brands; and they are looking to develop
the skills to create a more sustainable world. The new research identifies the
most effective ways for brands to enhance their communications with these
important groups:
1. Fill the information void
Many organizations are dedicating significant resources toward sustainability
and net-zero-emissions plans. They are partnering with local and national
governments so that the transition to a more sustainable future is fair to
everyone — from workers on the factory floor to citizens of island nations.
Unfortunately, many consumers are unaware of this work. WE’s research found that
70 percent of US respondents don’t know if the company they work for has made
sustainability commitments; and 76 percent don’t know if their company has a
dedicated sustainability leader who tracks progress toward those goals.
It’s particularly important for brands to share their progress with young women
and young people of color — our research finds they are the most deeply engaged
on this issue and trust organizations committing to solid goals and sharing
their progress on a regular basis.
To communicate with this group, a robust social media strategy is essential: 77
percent of Gen Z and 72 percent of millennials turn to social media for news and
information at least once a week, according to
Statista.
This can be a challenge for brands, because social media favors fun over facts —
a misinformed TikTok can quickly overlay a meticulously researched placement
on CNN. That’s why brands must work to tell their own story, using their own
channels, in a way that is both engaging and accurate.
2. Feed the hunger for knowledge
Most people understand that we must take significant action to fight climate
change — 59 percent of US adults say it’s a high priority. But the people who
will have to live with the outcomes of our action, or inaction, are
significantly more engaged: 67 percent of young people say this is a top
concern. In fact, their concerns about climate change are so strong that
psychologists have coined the term, “eco-anxiety,” and a growing number of
universities are offering students counseling related to climate stress.
Our research finds that young women of color and highly educated women are
particularly focused on this issue. More than other groups, they say their
awareness of how their choices impact the
environment
is increasing; and they expect brands to hold themselves to the same high
standards. For example, 69 percent of Gen Z women of color say that brands have
a significant role to play in addressing climate change issues, compared with 56
percent of US adults overall.
These groups are craving information and knowledge. They want to learn more
about the environmental impact of their own choices — food
choices,
purchasing
decisions,
leisure time,
tech.
They want to know how they can influence environmental policies that affect
their communities. For brands, there is a great opportunity to engage and
partner with these groups to help them make better choices — and to prove
they’re keeping their end of the bargain.
3. Go from STEM to STEMS
For the past two decades, we’ve seen a strong push in the public and private
sector to enhance K-12 education in the STEM
fields
— science, technology, engineering and math — so that young people will have
the skills to succeed and contribute. Now we must add “sustainability” —
STEMS is the new STEM. Young people, particularly young women of color, are
significantly more likely than the general population to say their interest in
working in a job related to sustainability is increasing.
What’s more, young people — especially young people of color — see these
opportunities. Unlike older generations, the majority of young people in the US
are aware that there are more ‘green’ jobs available than there are people to
fill them. That’s why our survey respondents support skills training for green
jobs in high school. By investing in these fields and connecting with students
before they enter the workforce — via science fairs, college visits, workshops,
etc — brands can build a strong talent pipeline and partner with these future
leaders.
WE’s research delivers great news: The leaders of tomorrow are highly engaged on
sustainability, and they are committed to doing tangible and substantive work to
create a better world for everyone. Brands have a significant opportunity to
partner with these important stakeholders and make that brighter future a
reality.
Methodology
The WE Communications-YouGov omnibus survey was conducted Sept. 14-16, 2022.
Total sample size was 2,462 adults. The figures have been weighted and are
representative of all US adults (aged 18+).
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EVP, Consumer
Chantel Adams is Executive Vice President of Consumer at WE Communications. Chantel brings an audience-first, integrated marketing perspective, enabling WE to reach consumers wherever they are. Drawing from her time working with consumer insights and analytics teams, she specializes in reaching Gen Z, parents of Gen Z and multicultural consumer audiences (read more ...).
Published Oct 5, 2022 8am EDT / 5am PDT / 1pm BST / 2pm CEST