Bridging the generation gap: insights on climate change and sustainability

One of the key challenges we hear about from our community of communicators is how to effectively talk about sustainability. Many are concerned about falling into corporate washing or greenwashing traps, while others are unsure how to make their communications resonate with their audiences without resorting to doom-and-gloom narratives that risk spiralling into negativity and anxiety.

As workplaces become increasingly multi-generational, a new challenge also arises. Those who have grown up with a constant awareness of the need for societal change to tackle the climate threat are now working alongside those who only discovered the impact of poor natural resource management and the resulting climate crisis in their later years. It’s reasonable to expect that these different generations have very different perspectives on sustainability issues, and therefore, our communication strategies may need to be tailored accordingly.

Commonly held stereotypes suggest that Gen Z and Millennials are highly concerned about the environment and willing to make sacrifices for sustainability. In contrast, Gen X is perceived as less engaged with the issue and cynical about the capability for large-scale change. Meanwhile, Baby Boomers and Traditionalists are often stereotyped as not taking climate change seriously, or perhaps not even believing the science, prioritising economic growth over environmental concerns. If these stereotypes were true, how could we bring these different perspectives together and align a multi-generational workforce on a single company-wide mission towards a more sustainable future?

However, we know that stereotypes are often inaccurate, so to test these ideas we surveyed and interviewed individuals across the generations. Our research explores generational perspectives on sustainability and climate change. Understanding these nuances can help us as communicators to bridge the gap and inspire collective action.

So, how do different generations truly view sustainability, the climate crisis, and their influence around it? Let’s find out…

Generational perspectives on climate change and sustainability

Traditionalists

“I would say I am anxious for my children, grandchildren and great-grandchild.”

• Born before 1945, Traditionalists are aged 79 and older.
• They make up approximately 5-10% of the current workforce.
• On average, Traditionalists report becoming aware of the importance of the environment and the reality of climate change in their 50s.
• On a scale of 1-10, they rate their anxiety level around climate change as 7. This is the lowest rating, tied with Gen X and Gen Z.
• They believe the main causes of climate change are industry and transport emissions.
• Their top action to reduce climate change in the next decade is lowering emissions from transport, such as adopting electric vehicles.
• They felt that their generation could have recycled more and better-protected forests and other natural resources.
• Traditionalists didn’t use the terms ‘carbon’ or ’emissions’ and instead talked about pollution.

 Baby Boomers

“I don’t think about [climate change] all the time. But it does make me anxious, not for me, but for my children and their children. The powers that be need to do something.”

• Born between 1946 and 1964, Baby Boomers are currently aged 60-78 years old.
• They make up approximately 30-40% of the current workforce.
• On average, Baby Boomers report becoming aware of the reality of climate change in their early 30s.
• Among all generations, they reported the highest levels of climate anxiety, rating themselves an 8 on a scale of 1-10.
• They identified the main causes of climate change as human nature and greed, an overreliance on fossil fuels, and high levels of industrial emissions.
• Their top actions to combat climate change are reducing or eliminating fossil fuel use and transforming transportation systems, such as electrifying vehicles, using biofuels, and improving public transport.
• When asked what their generation could have done differently to protect our planet, respondents were nearly unanimous in wishing for better education, and that industry and government should have listened to science and acted much more quickly.

“We were encouraged to try to do everything – gain an education, build a career, look after a family, travel, and more – all while it was still primarily the responsibility of women to manage these roles.  It was nearly impossible to achieve all these things without relying on items that made this load easier, leading to a preference for convenience.”

Gen X

“We needed more education earlier about the environmental damage from our actions. We also inherited an oil/car-dependent culture.”

• Born between 1965 and 1976, Gen Xers are currently aged 48-59 years old.
• They make up approximately 35-40% of the workforce.
• On average, Gen Xers report becoming aware of the importance of the environment and the reality of climate change in their early 30s. However, there was a wide range, with some reporting learning in childhood or their teens, and others not until recent years when in their 50s.
• On a scale of 1-10, the average anxiety level is 7 (tied for the lowest with Traditionalists and Gen Z).
• Human nature and greed were clearly identified as the main causes of climate change. However, this age group included the largest number of respondents who did not believe in or overtly question the human impact on climate change.
• To reduce climate change in the next decade, they cited the reduction or ban of plastics, reducing reliance on fossil fuels, and decreasing consumer consumption as the most important actions.
• When asked what their generation could have done differently, they suggested that better education around climate change would have enabled and encouraged faster action.

“I’m very glad I don’t have children to hand this planet to – the guilt would be too much!”

Millennials

“No matter how much effort I make as an individual, it is a drop in the ocean compared to big polluters. It makes me feel hopeless and powerless.”

• Born between 1977 and 1995, Millennials are currently aged between 29-47 years old.
• They make up approximately 30-35% of the workforce.
• On average, Millennials report becoming aware of the importance of the environment and the reality of climate change in their early teens, though many reported learning about it as small children or felt that they grew up always knowing about it. This shows that it’s not just the youngest generations who grew up with the looming reality of climate change, but many Millennials who are now reaching middle-age, feel that they did too.
• On a scale of 1-10, their average anxiety level is 7.7, this is the second highest, just slightly lower than that of Baby Boomers.
• Millennials overwhelmingly cited callous human greed and selfishness as the main causes of climate change. Industry and government inaction were also common responses.
• To reduce climate change in the next decade, Millennials largely called for better support for renewable or green energy and a reduction in consumer consumption. There were also strong calls for governments to toughen up on industry by enacting stronger regulations, fines, and sanctions for those that resist change.
• When asked what their generation could have done differently, Millennials reported wishing they had acted sooner, through voting, speaking up, educating others, and protesting. There is also a clear sentiment of a feeling of powerlessness and believing that older generations still hold the capability to enact significant change.
• While Millennials wish they had acted sooner and sometimes feel powerless, they haven’t given up on finding solutions to the climate crisis. This generation proposed the widest variety of ideas to tackle climate change, including supporting green financing, renewable energy development, carbon capture technologies, and reducing consumption. Despite the challenge ahead of them, their determination to tackle this issue remains strong.

“We need to find a way to make people understand how it affects them personally otherwise they don’t care, frankly.”

Gen Z

“My generation are waking up to the long-term issues and hopefully will push for change in the future.”

• Born between 1996 and 2015, Gen Z is currently aged 9-28 years old.
• They make up a small percentage of the workforce, but this is set to rise to 30% by 2030.
• On average, Gen Zers report becoming aware of the importance of the environment and the reality of climate change at age 10, with many respondents citing learning about it in their early years of schooling.
• On a scale of 1-10, their average anxiety level is 7. Despite often being thought of as the most ‘anxious’ generation – they reported among the lowest levels of anxiety, tied with Traditionalists and Gen X.
• They identified the main causes of climate change as people’s lack of willingness to change and a lack of respect for our planet, as well as our heavy reliance on fossil fuels.
• To reduce climate change in the next decade, they called for investment and development in new green energy solutions and reducing or stopping the manufacture of plastic, particularly single-use plastics.
• When asked what their generation could have done differently, Gen Z respondents suggested that they needed to learn more about climate change and consume less.
• Contrary to stereotypes, Gen Z did not emerge as the activist generation in our research. Instead, were the most vocal about protesting and driving revolutionary change to address climate issues.

“I can’t have that much impact on it [climate change] or control over it so I try not to worry about it too much, plus lots of adults don’t seem to be that worried about it.”

How to communicate about sustainability issues across the generations

Our research shows commonalities and differences in how different generations view the climate crisis and sustainability issues. While high levels of anxiety cut across age groups, perspectives on causes, solutions, and personal control vary. To inspire collective action, communicators must move beyond stereotypes and tailor communications that reach across the five generations.

Avoid stereotyping and acknowledge shared concerns

Our findings show high levels of climate anxiety across all generations, contrary to stereotypes that older cohorts are apathetic or unaware. Gen Xers displayed the widest range of views, from deep concern to outright denial. Be prepared to address varying levels of awareness and scepticism.

Use familiar, relatable language

Avoid overly technical jargon. Within our respondents, Traditionalists did not use terms like “carbon” or “emissions”, preferring words like “pollution”. Tailor your language to resonate across all the generation’s lived experiences and understanding of climate change.

Prioritise education and awareness

Baby Boomers were nearly unanimous in wishing for better education, and many Gen Xers regretted not receiving better environmental education earlier in life. Gen Zers said they needed to learn more about climate change. Develop targeted campaigns to help fill knowledge gaps and address misconceptions.

Highlight actions they can take in their daily lives

Traditionalists feel their generation could have done more to recycle and protect natural resources. Gen X, Millennials and Gen Z all reported that they need to reduce consumer consumption. Emphasise practical steps that can be taken now.

Empower them to drive change within their spheres of influence

Despite reporting a feeling of powerlessness, Millennials have not given up and continue proposing solutions like green financing and carbon capture. Emphasise their ability to be changemakers by supporting and amplifying these solution-oriented mindsets. While some Millennials feel powerless against older generations, remind them of their collective voice and ability to influence through their roles as employees, consumers and advocates.

 Read more

We’re raising our voice on multi-generational workforces, helping you to understand the challenges and opportunities a multi-generational workforce presents and how your business can create an inclusive workplace for #GenerationAll.

• Unraveling ageism and workplace age discrimination
• Five ways to improve collaboration within a multigenerational workforce
• How to effectively communicate with a multigenerational workforce

Bridging generational divides for collective climate action

While generational divides on climate change can make for attention-grabbing headlines, our research shows there is more that unites us than divides us. When Time magazine named Greta Thunberg their Person of the Year in 2019, they called her a “standard bearer in a generational battle, an avatar of youth activists across the globe.” However, exaggerating these generational differences is at best unhelpful, and at worst, dangerous.

Our findings clearly show that climate anxiety cuts across the generations, dispelling stereotypes of older generations being apathetic or unaware. Traditionalists and Baby Boomers alike express deep concerns about the planet’s future, often rooted in worries for their children and grandchildren. Meanwhile, younger cohorts like Millennials and Gen Z remain determined to find solutions, despite sometimes feeling powerless against entrenched systems and inaction.

Effective communications must move beyond what divides the generations and instead bring people together around shared values and a collective sense of responsibility. Rather than continuing divisive narratives, we need to amplify the positive stories that inspire change, continue prioritising education to bridge knowledge gaps, and tailor our messaging to resonate with each generation’s lived experiences.

Stereotypes are not only inaccurate but counterproductive in rallying a unified front against the climate crisis. By acknowledging our common anxieties, proposing tangible actions, and empowering all generations to drive change within their realms, we can harness the power of our diversity and work towards a more sustainable future for all.