Research in the journal Interdisciplinary Environmental Review, which draws on data from the “Climate Change in the American Mind: National Survey,” offers new insights into generational attitudes towards climate change and discusses the implications for businesses.
The survey itself captured responses from various generations born after World War II – The Baby Boomer generation (born approximately 1946 to 1964), Generation X (~1965 to 1980), the Millennials (born ~1981 to 1996), and Generation Z (born ~1997 to 2012). The research unravels common threads of concern about global warming that spans all age groups. This, the researchers suggest, means there is an evolving awareness among consumers across the generations that is means businesses must adapt to new expectations regarding climate change and sustainability.
Global warming, a term often interchanged with climate change but technically distinct, refers to the long-term rise in Earth’s average surface temperature due to increasing concentrations of greenhouse gases. In contrast, climate change encompasses a broader range of shifts in weather patterns. Both phenomena, driven primarily by human activities such as fossil fuel combustion, deforestation, and industrial processes have led to a rise in the frequency of extreme weather events and an increase in their severity. Hurricanes, droughts, wildfires, and floods, have been with us for millennia but their increasing rage is leading to human tragedy as ell as substantial destruction and disruption for communities and businesses alike.
Angelina Kiser and Tracie Edmond of the University of the Incarnate Word in San Antonio, Texas, USA, discuss the international response to the present environmental challenges, such as the 1992 United Nations Framework Convention on Climate Change, the 1997 Kyoto Protocol, and the 2015 Paris Climate Agreement. However, they add that despite these efforts, countries vary in their levels of commitment and activity is heavily influenced by economic considerations and political pressure rather than the science.
They point out that while all generations have awareness of the issues, the younger generation is perhaps more keenly attuned to the growing crises and is therefore more demanding of business and the need for sustainable business practices. They add that a significant number of younger Americans support a transition to renewable energy sources, indicating a potential shift in market demands.
Businesses now face the challenge of balancing their diverse stakeholder interests with consumer values. Finding the balance between what shareholders, employees, and the public need and want of them is perhaps the most pressing issue they face because they may all hold potentially conflicting expectations and mutually exclusive demands. While sustainability initiatives may incur higher costs, leading to increased prices or reduced profits, neglecting consumer demands for climate-friendly practices could result in a loss of market share.
Kiser, A. and Edmond, T. (2024) ‘From baby boomers to Gen Z: global warming and business’, Interdisciplinary Environmental Review, Vol. 23, No. 4, pp.301–316.