The Green Generation Gap: Marketing Sustainability Across Age Groups
We're all concerned about the environment these days, but just how concerned you are depends a lot on your generation. As a green tech marketer, understanding the nuances in how different age groups think about sustainability is crucial for effectively promoting your products and mission.
Let's start with the youngest adults, Gen Z (born 1997-2012). Having grown up amid increasing awareness of climate change, this generation is arguably the most environmentally conscious of all. A 2021 survey found that over 90% of Gen Zers believe companies should operate more sustainably. However, their youth means many don't have high incomes yet to buy premium green products.
Millennials (born 1981-1996) are a sweet spot in some ways for green marketing. Many are economically established and starting families, motivating them to ensure a livable planet for their kids. But having grown up before climate change was a major issue, they're not quite as hyper-focused on it as Gen Z.
For Gen X (born 1965-1980) and Baby Boomers (born 1946-1964), sustainability attitudes are more mixed. Some are passionate about environmental causes, while others remain relatively disengaged. Reaching these groups means emphasizing personal benefits like cost savings from energy efficiency as much as macro issues.
So how can green marketers bring these different generations together under one sustainable umbrella? Here are some research-based tips:
Use multichannel outreach combining traditional and digital media to reach both younger and older audiences
For Gen Z/Millennial campaigns, emphasize big-picture issues and your company's ethical stance
For Gen X/Boomer campaigns, highlight practical cost/efficiency benefits in addition to environmental messaging
Commission market research surveys or focus groups to dig deeper into your target segments' specific attitudes and motivations
Analyze your brand tracking data and sales figures to continuously optimize your generational targeting approach
At Curio Research, we offer proven solutions to help green companies bridge these generational gaps. Our brand perception studies, concept testing, and message optimization services provide invaluable guidance for marketing sustainability to any age cohort. We'd love to discuss how our insights could boost your impact across the entire demographic spectrum. Contact us today to get started!
