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Gen Z
& Sustainability

Foresight Co-Lab

While most brands think they know what people mean by sustainability—and are learning what makes Gen Z tick—few if any have their arms around the magnitude of change being unleashed by these cojoined forces. 

The idea of sustainability is about to get a massive makeover as the 60 million members of Gen Z take it well beyond “being green” and connect it to a wider range of social, economic, and cultural issues.   

To help its clients prepare for this next era of sustainability, Kantar is kicking off its Gen Z & Sustainability Co-Lab

This multi-sponsor study will explore how Gen Z’s unique values, attitudes, and expectations will redefine where brands and businesses need to take action on sustainability toward 2030. 

* Kantar defines Gen Z as the nearly 60 million Americans aged 13-24 in 2021. 

Sponsors of the Co-Lab will receive:

  • An onboarding call and an initial set of insights about Gen Z and the sustainability landscape, mined from Kantar MONITOR and its Foundational Sustainability Study.

  • A Co-Lab roundtable with other world-class organizations. Hosted by J. Walker Smith and Don Abraham, this virtual event will give sponsors the chance to engage with peers on the topic of Gen Z and Sustainability. 

  • The Gen Z & Sustainability report based on qualitative and quantitative analysis that will describe how Gen Z will shift the conversation around sustainability and identify opportunities and implications for brands.

  • A private 60-minute briefing for each sponsor organization led by members of Kantar’s foresight and innovation team to embed the study results in your organization.

The Foresight Co-Lab process is an ideal way to explore this topic. We will investigate a variety of questions, including:

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Critical starting points

What formative experiences have defined Gen Z’s views on sustainability—and how will that push it beyond yesterday’s version of the idea?

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Key breaks with the past

How does Gen Z’s view about sustainability differ from the generations that came before it?

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Emerging lifestage effects

How will these views evolve as Gen Z moves into new lifestages in coming years?

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New voices and influencers

Who are the activists, influencers, and entrepreneurs defining Gen Z’s views on sustainability?

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Future priorities, expectations

What will Gen Z expect brands and businesses to prioritize amid the evolving sustainability landscape?

“Every generation is defined by a signature issue: For Gen Z, that is climate. The transition moment for sustainability has come into view. Remediation is part of this; so is adaptation. For both of these futures, Gen Z will be on the front lines. As other generations hand the reins to Gen Z, climate will be the biggest challenge for society and the marketplace. Gen Z has already begun to rise to this challenge. Gen Z will lean into this issue in far-reaching ways across every category and every business model. The future of sustainability is no less than the future of Gen Z.”

                 J. Walker Smith
Knowledge Lead, Consulting Division

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Foresight Co-Lab Reports and Briefings Available Now

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To participate in the upcoming Co-Lab Gen Z & Sustainability or to learn more, please complete the form below.