Millennials Think Big to Address Environmental Issues, Survey Finds
David Wagman | September 20, 2017Millennials are less likely to recycle than other generations, but are more likely to buy from companies they think are making a positive impact on the world, a new survey says.

The reason, according to a survey and report from the Shelton Group, is that millennials believe corporations have more power to solve global problems than individuals.
"Millennials are pushing companies to make a positive impact on the world because they believe global problems are too big for individuals to solve," says Suzanne Shelton, president and CEO of the Shelton Group, a marketing and research firm focused on energy and the environment. "Millennials will reward corporations that take action and address problems for them."
Millennials see spending money with these companies as another form of activism that Shelton calls "crowdsourcing by consumerism."
The report found that most Millennials are not particularly concerned about certain sustainable habits. Asked, "Which, if any, of the following habits would you be embarrassed about if people found you had or didn't have them?"
- 41 percent said tossing trash out the car window
- 39 percent said wasting food
- 28 percent said wasting water
- 25 percent said not recycling things
Shelton Group's 2016 EcoPulse study found that millennials fall behind others when it comes to the easier green activities: Around 33 percent of millennials say they adjust the thermostat to save energy (vs. 48 percent of all Americans) and 34 percent recycled paper and aluminum cans (vs. 46 percent overall).
The survey found 76 percent of millennials say they are "somewhat to extremely concerned about the impact climate change will have on their quality of life during their lifetimes." And 82 percent say they're worried about the impact of climate change on their children's quality of life.
By comparison, in the EnergyPulse survey, 51 percent of the general population said they were anxious about climate change.
Millennials' concerns about the environment play a major part in their purchasing decisions. Asked, "How much impact, if any, does the following have on your decision to purchase its products?" 70 percent of millennials selected a company's environmental practices.
"Clearly, Millennials are concerned about the environment, but many feel the problems are too big for them to tackle as individuals," Shelton said. "So they're looking to corporations to take action."