As a cohort, Generation Z– made up of individuals born between 1996 and 2012– represents 10 percent of the currently eligible American voting population and a buying power of over $140 billion. Now, Gen Z is making its mark more than ever before. Hit hard by the COVID pandemic and facing the prospect of a climate change-ridden and politically polarized future, Gen Zers have flexed their organizing muscles and engaged in activist efforts to a degree not commonly expected from American youth.
One estimate suggests that a record-breaking 53% of Americans under the age of 30 voted. And they’ve made waves in other elections as well, such as this year’s Senate primary race in Massachusetts, when incumbent Ed Markey, co-author of the Green New Deal, beat out the favored candidate Joe Kennedy by appealing to progressive Gen Zers with a penchant for digital organizing.
Though their knack for social media has shaped the way they engage in activist efforts, this generation has taken their organizing offline as well; a 2020 Tufts University study found that 27% of Americans between the age of 18 and 24 have participated in a march or demonstration, up from 5% in 2016.
Considering the long-term threat that climate change poses, it’s perhaps unsurprising that the most impactful climate change protests have stemmed from youth activism. The climate strikes of September 2019, inspired by Greta Thunberg and led by student organizers in coalition with partners like 350.org, drew an estimated four million worldwide. Even earlier, the youth-led Sunrise Movement’s demonstration outside Democratic leader Nancy Pelosi’s office drew national attention and drew praise from the more progressive members of the Democratic Party.
It’s not just the public sector that is confronted with the urgency of youth sustainability activism. Nine out of ten Gen Z consumers believe that companies have a responsibility to address environmental and social issues. They’re willing to vote with their dollars for a more sustainable future, with 54% of the Gen Z population expressing a willingness to spend 10% more for a more sustainable product, in contrast with 34% of Gen X and 23% of Baby Boomers.
As we face the prospect of rapid global climate change, the need for urgent action by both corporate and community leaders is becoming increasingly clear. To prosper – and to advance public policy – companies and elected leaders must consider sustainable strategies and mitigate the risks of our changing climate. It will be more important than ever to strike a chord with the Gen Z consumer bloc through communication strategies that tap into their spending behavior and engage their desire for action and activism.