(Free Version) The Adoption of Eco-Conscious Lifestyle by Gen Z

UMN Consulting, Jakarta – The state of the environment is a crucial issue for Gen Z. As the generation born not only during the advancement of digital technology but also during the climate crisis, they will be the one who live long enough to face all the environmental impacts. Hence, when they were asked during the research about what they worry about the most, their answer was “Global Warming”.

It is also not surprising that they have more concern about environmental issues than their forerunners. With social media at their fingertips, they can access tons of information about what is happening on earth. Being massively exposed to lots of information about environmental issues, they have no choice but to think about what they should do to respond to the problems. 

For the last few years, as awareness about environmental issues increases, many brands, activists, and agencies have tried to promote eco-conscious lifestyles and products, hoping they will drive consumers to be more environmentally friendly. One of the examples is the Zero-Waste Lifestyle, a waste management method that requires each individual to be a consumer with a conscience to implement 3R (Reducing, Reusing, and Recycling).

Gen Z is one of their targets. As the future biggest consumers who are also fully aware of the environmental problems, many hope they could be the champion of eco-conscious lifestyles and products. However, there is this lingering fear that they are only aware about environmental issues but barely doing anything to save the earth. 

In our research, which took place in the third quarter of 2021, we explored every element that affects the adoption of eco-conscious lifestyles by Gen Z. What we want to know is whether they really have adopted the lifestyle to save the environment or they have done nothing about it even though they are aware of the issues. There were 1,047 respondents who were involved in the research.

We observed several aspects during the research, which later were divided into four sections: Gen Z & Environmental Knowledge, Gen Z & Fashion Waste, Gen Z & Renewable Energy, and Gen Z & Food Waste. Each section will identify Gen Z’s relation with eco-conscious lifestyles and the challenges of those lifestyles..