Get clear on going green
Sustainability is a major concern for individuals, businesses, and governments alike. But beyond that, two factors quickly make for confusion: first, not everyone approaches sustainable practices with the same level of enthusiasm, commitment or understanding. Second, different people are motivated by different environmental priorities.
However, with one simple question, brands can often discern how their audience probably thinks about sustainability: how old is the target?
By understanding generational attitudes and priorities on sustainability, marketers can gain vital insights on how to tailor effective communications that resonate with their audience.
In this post, we explore these attitudinal differences across different generations, with suggestions on how best to address them.
Why is this important?
Each generation has its own unique set of values, beliefs, and priorities that shape their attitudes towards different issues, including sustainability. These are shaped by their context, their environment, and the pressures they face.
By considering generational differences, it’s easier to create targeted campaigns that resonate with the specific audience and each generational cohort. Of course, not every audience will conform to the views of their generation and this is only a rough guide.
Baby Boomers
Typically, this group is more concerned about financial stability and retirement planning than younger generations – which makes sense. They’ve spent their lifetime working and are hoping to reap the rewards: a particular challenge in the current economic climate. When making decisions, they may prioritise personal economic factors over environmental considerations.
However, as this cohort ages, they are becoming increasingly aware of the impacts of climate change and are starting to embrace sustainable practices, for example, recycling and conserving energy, both of which are relatively easy to do - and can deliver financial benefits.
They may be influenced by the views of their children and grandchildren. They may be thinking about the legacy they leave, have more altruistic views and be considering their impact on future generations.
Messages that tap into how sustainability can lead to long-term cost savings or benefits their grandchildren’s generation may resonate.
Generation X
Generation X is known for its practicality and independent thinking. With many hats to wear and family responsibilities to juggle, they value individualism, convenience, and efficiency. While they may not prioritise sustainability as strongly as Millennials or Gen Z, they seek to adopt sustainable behaviours that align with their key priorities: saving time and money. Little wins are the way forward.
A great example of this was a concept test for a concentrated laundry refill. While less packaging and reduced transportation made the product more sustainable, the key reasons driving purchase intent were a lower price point, easier storage and easier transportation (for consumers!).
Messages that highlight how sustainability can help them save time or enhance efficiency in their daily lives are most likely to resonate.
Millennials
Millennials are the first cohort that grew up in a world where sustainability became a prominent issue. They tend to be more environmentally conscious and socially responsible than previous generations. So they actively seek out brands that align with their values and are more likely to support companies that demonstrate a commitment to sustainability.
Having grown up with the internet and social media, they are more aware of how companies behave, and this goes beyond the environment to social, human and economic factors. Making up around a third of the workforce, their views are shaping companies and brands from the inside too.
For this group, emphasise the social impact of sustainable choices. Highlight how supporting eco-friendly brands or engaging in sustainable behaviours contributes to creating a better future for themselves, and society as a whole.
Generation Z
The youngest generation, Gen Z, has grown up in an era of heightened environmental awareness and activism. They are witnessing the effects of climate change first-hand and place a high importance on sustainability. Gen Z individuals expect brands to be transparent about their sustainable practices and are more likely to actively engage in environmental initiatives.
However, there are huge contradictions, such as the demand for fast fashion. As we know, the fast fashion industry is one of the most polluting industries, as well as there being many questions about child labour, living wages, and modern slavery. Yet a focus on social media and not wanting to be seen twice in the same outfit creates a real dichotomy for this cohort.
To capture the attention of Gen Z individuals, brands must demonstrate authenticity in their sustainability efforts through transparent communication and active involvement in environmental causes. Use social media platforms where Gen Z is highly active to spread awareness about sustainable practices and engage in meaningful conversations.
In Conclusion
Understanding the differences in attitudes and behaviour towards sustainability across generations is crucial in developing effective marketing communications – it's not a one size fits all. By focusing on a specific target, messages and channels can be tailored, enabling brands to effectively engage with their audience and drive sustainable behaviour change.
Businesses also need to adapt their marketing strategies as consumer expectations and attitudes evolve. By recognising the unique characteristics of each generation, marketers can create campaigns that resonate with their target audience and contribute to a more sustainable future.