20230704-安永_中国_-How_can_we_empower_the_next_generations_to_build_a_more_sustainable_future_28页_1mb

Summary of the Generational Sustainability Survey 2023

Core Content

The Generational Sustainability Survey 2023, conducted by EY and JA Worldwide, explores how different generations view sustainability education, their environmental concerns, and their readiness to take action. The survey gathered over 1,200 responses from 72 countries, representing five primary generation cohorts: Gen Alpha (post-2007), Gen Z (1997-2007), millennials (1981-1996), Gen X (1965-1980), and baby boomer+ (pre-1964). The findings emphasize the importance of education, trust in information sources, and the role of organizations in empowering younger generations to build a more sustainable future.

Main Findings

Environmental Awareness

• Gen Z and Gen Alpha show higher levels of environmental awareness and are more motivated to adopt sustainable behaviors.
• Hopefulness for the future is widespread across all generations, with Gen X (60%) and millennials (57%) expressing the highest levels of hope.
• Waste production is the most concerning local environmental issue for 4 out of 5 generational cohorts.
• Biodiversity loss and air pollution are of greater concern to younger generations compared to older ones.

Sources of Sustainability Information

• Social media is the most prevalent source of sustainability knowledge for all generations, with at least 30% citing it as one of their top three sources.
• Television news is the most trusted source for younger generations, with 24% of Gen Z and 33% of Gen Alpha trusting it the most.
• Print, audio, and/or digital sources are the most trusted for older generations.
• There is a clear gap between the popularity and trust of social media as a source of sustainability information, suggesting the need for greater collaboration with trusted organizations and improved digital literacy.

Environmental Literacy Education

• Gen Z and Gen Alpha desire more hands-on learning and workshops on sustainability topics.
• Only 56% of Gen Alpha and 45% of Gen Z are satisfied with the sustainability education they received in school.
• Educators are seen as one of the most trusted sources of sustainability knowledge, with over 25% of younger generations listing schools and teachers as top sources.
• Sustainability education should be more comprehensive, relevant, and interactive, especially for the younger generations who are more likely to engage in sustainability-related actions.

Taking Action

• All generations express a willingness to take steps toward sustainability, such as reducing meat consumption, composting, or limiting air travel.
• Gen X and millennials show the greatest willingness, with 65% and 64% respectively.
• Organizations can support this by offering employee development programs focused on sustainability, providing incentives, and creating opportunities for hands-on action.
• Corporate responsibility programs like EY Ripples and initiatives such as the Climate Action Workshops and Plastic Tide Turners Challenge are essential in bridging the gap between education and action.

Key Recommendations

• Integrate sustainability into education curricula to ensure it is relevant, up-to-date, and comprehensive.
• Leverage trusted sources of information to build credibility and combat misinformation.
• Promote digital literacy among younger generations to help them discern accurate sustainability information.
• Collaborate with local and global organizations to create impactful, hands-on sustainability programs.
• Develop green skills and prepare youth for sustainable jobs through partnerships between corporations, NGOs, governments, and educational institutions.

Conclusion

The survey highlights that while younger generations are more aware of sustainability issues, they still require more education and opportunities to take action. Sustainability education must evolve to meet the needs of all generations, with a particular focus on Gen Z and Gen Alpha. Organizations, especially corporations, have a unique role to play in shaping this movement through education, innovation, and trust-building. By addressing these needs, we can empower the next generations to build a more sustainable future.