Gen Z holds companies accountable for environmental promises

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illuminem summarises for you the essential news of the day. Read the full piece on earth.com or enjoy below:

🗞️ Driving the news: A new international study finds Generation Z is actively scrutinising corporate environmental claims, rewarding companies that deliver real sustainability progress while penalising greenwashing.

🔭 The context: The research, led by Elisenda Estanyol, surveyed nearly 9,000 people across six countries
• It shows Gen Z consumers don’t just buy products but also evaluate corporate behaviour, especially on climate and environmental issues, shaped by lifelong exposure to climate crises

🌍 Why it matters for the planet: This shift in consumer pressure is accelerating corporate accountability on emissions, sustainability practices, and transparency
• As companies face reputational risks, genuine environmental action, not marketing, becomes essential to maintain trust and drive real climate progress

⏭️ What’s next: Businesses will need to provide measurable, verifiable sustainability data and tailor communication across regions
• Companies that fail to align actions with claims risk losing credibility with a generation that increasingly shapes market demand

💬 One quote: “Gen Z isn’t indifferent or complacent: they actively observe, assess and judge the companies’ behaviour in terms of the environment.” — Elisenda Estanyol

📈 One stat: The study surveyed 8,980 people across six countries, highlighting the global scale of Gen Z’s expectations

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