11 Environmental Causes Gen Z Is Passionate About

Protesters hold a sign that reads "Stop the Pipeline, Save the Planet" as they take part in a protest against the Dakota Access Pipeline. (AP Photo/Ted S. Warren)

In the United States, about 70 million people belong to the youngest generation, Generation Z. Born between 1995 and 2012, members of this generation are between 5 and 22 years old. Organizations that are able to appeal to this highly diverse and technologically literate group will be able to secure a successful future. However, organizations that fail to understand the interests and desires of this generation are already showing signs of slowing down.

A characteristic shared by many Gen Zers is the desire to make a positive impact on the world. To that end, Gen Zers are passionate about environmental causes. Here are 11 of the most important environmental causes Generation Zers are interested in. Organizations that embrace these causes may find it easier to appeal to Gen Zers as a result.

1. Climate Change

Generation Z, and the generations after them, will bear the brunt of climate change. For example, by or before 2100, extreme drought and heat waves are projected to occur every two to three years (currently, events of this kind occur every 20 years). While Baby Boomers will be long gone by then, members of Gen Z will be alive to experience these negative effects of climate change.

Given this reality, it makes sense that members of Generation Z would care about addressing climate change in order to avoid the potentially catastrophic effects of a warming planet.

 2. Alternative Energy

In a recent survey, Tesla (a company that builds all-electric cars) was listed as one of the “coolest” companies by Gen Z respondents. Tesla was considered cooler than any other automotive brand by a considerable margin.

Gen Zers care about alternative energy because they see it as a way of mitigating climate change and addressing pollution. Solar panels, wind turbines, and electric cars are other “green” technologies that pique Gen Zers’ interest. While some of these technologies are assumed to be quite pricey, there are loan options that Gen Zers should understand if they are serious about adding the technology into their lives.

 3. Fair Land Use

Considering that Gen Zers are the most diverse generation in history, it should come as no surprise that they care about equality. In fact, some experts consider Gen Zers to be the most egalitarian generation in recent history.

This reality impacts how members of this generation think about land use. Specifically, they are willing to turn to environmental activism when they feel land is being appropriated unfairly. The Dakota Access Pipeline protests that were organized and attended by many Gen Zers are one example of this kind of environmental activism.

 4. Pollution

Some brands, like the Woolmark Company, a Marino wool manufacturer, have found success in appealing to Gen Zers by highlighting ways to prevent pollution. Pollution not only accelerates climate change; it can also have a number of other negative societal consequences.

One study found that pollution will cause an increase in premature deaths globally by 2050. As Gen Zers start to have children, they will become more interested in solutions that reduce pollution.

 5. Water Access

Roughly one in 10 people in the world do not have access to clean drinking water. This number is expected to worsen due to global conflicts and a changing climate. In fact, some project that wars will erupt because of the scarcity of water.

As we’ve seen, members of this generation care about equality, fair land use, and pollution. Water access is another environmental cause that this cohort will become concerned about as the situation worsens.

6. Land Conservation

While millions of acres of land are protected under various state and federal conservation laws, some politicians are attempting to revoke the protected status of national monuments and state parks. In response, environmentalists are insisting that protected lands remain protected for the sake of the environment and the well-being of future generations. Because of Generation Zers’ concerns about environmental protections, they will become more vocal about land conservation as the issue gains media attention.

 7. Animal Rights

Millennials are known to support vegetarianism, but one study has found that Gen Zers are actually practicing vegetarianism in greater numbers than millennials. A driving reason for this is that Gen Zers care both about animal rights and environmental conservation. Eating less meat can have a significant positive impact on the environment. In response to this trend, organizations will need to develop products that do not involve animal testing. Food brands should also prepare for a new world in which more consumers avoid animal proteins.

 8. Recycling

Recycling is poised to become another environmental issue Gen Zers care about and practice regularly. There are two reasons for this. First, recycling is an important component of environmental conservation and pollution reduction. Second, some anticipate that in the future consumers will have a greater ability to customize the goods sold to them. That means that it will become possible for consumers to repurpose items that they might have otherwise discarded in previous eras.

9. Environmental Discovery

STEM, which stands for science, technology, engineering, and math, has become popular among Gen Zers. In fact, one study found that, unlike previous generations, the best Gen Z students are most attracted to STEM disciplines. Given this reality, it makes sense that Gen Zers will become interested in environmental discovery. After all, a large percentage of our own planet has yet to be adequately explored.

10. Environmental Activism

The youngest generation is a “doer” generation. According to a recent study, 37% of Gen Zers have volunteered their time or have donated money to a cause they care about in the last year. Furthermore, 26% of Gen Zers have boycotted a company that supports issues contrary to their own. Given these trends, Gen Zers are clearly willing to engage in environmental activism to support causes they care about.

 11. Nuclear Proliferation

Given recent developments related to nuclear proliferation, it is likely that the youngest and most impressionable members of Gen Z will grow to care about this issue later in life. Just as millennials have become concerned with issues of terrorism after experiencing 9/11 as children, Gen Zers will likely grow concerned about protecting the world from nuclear weapons.


The 70 million Gen Zers who live in the United States are a technologically minded and diverse group. They are willing to get involved in issues that they care about, including environmental and social justice causes. If organizations want to succeed in the rapidly changing demographic landscape, they must signal to Gen Zers that they too are committed to environmental and social causes. Failure to do so could have significant negative effects on brand awareness and organizational success.


