WOODSIDE, Calif. — Generation Z has been heralded by some as the “sustainability” generation — more likely to pay a premium for eco-friendly products and more likely to make purchase decisions that incorporate their personal, social and environmental values.
Some studies indicate they’ve scored off the charts when it comes to their concern about the environment. In one global survey done by Kadence, an international marketing firm, 82% of Gen Z respondents expressed concern about the state of the planet and 72% reported to have proactively altered their behavior to diminish their environmental impact. Deloitte’s “2024 Gen Z and Millennial Survey” stated that “many are actively seeking to align their careers and consumer behaviors with their environmental values.”
But the picture is much more complex, as exemplified by a conversation with arguably some of the most passionate and active environmental teens at one Bay Area high school.
Members of Generation Z — those born roughly between 1997 and 2010 — have grown up in a world where information is rampant, and so, too, is convenience. The students at Woodside High School, in a well-to-do area of San Mateo County, know the perils of plastic, and they get grumpy that they can’t avoid it. But they can’t imagine a world without it — and they know they’ve become accustomed, maybe to their own detriment.