By Abdullahi Lukman
A new survey by Deloitte reveals that environmental sustainability is a key factor in the career and consumption decisions of Gen Zs and Millennials.
According to the 2025 Gen Z and Millennial Survey, 70% of respondents say a company’s environmental credentials are important when choosing an employer, while nearly two-thirds are willing to pay more for sustainable products.
The study, which surveyed over 23,400 Gen Z (born 1995-2005) and Millennial (born 1983-1994) respondents worldwide, shows that these generations are not only increasingly concerned about the environment but are also making conscious efforts to reduce their environmental impact.
The survey found that 65% of Gen Zs and 63% of Millennials have felt worried about the environment recently, with many reporting that they have faced extreme weather events in the past year.
Deloitte’s research highlights that for these age groups, purpose in the workplace is also a significant motivator, with nearly 90% of respondents from both generations stating that a sense of purpose is vital to their job satisfaction.
Respondents are seeking to balance financial rewards, meaning, and well-being in their careers.
The survey further reveals that environmental considerations influence not only career choices but also everyday consumption habits. Many Gen Zs and Millennials have taken concrete actions to mitigate their environmental impact.
For example, 43% of Gen Zs and 47% of Millennials report conserving water, while 36% are using more energy-efficient transportation.
Additionally, many have upgraded their homes with sustainable features like solar panels or geothermal heating, and around half of the respondents plan to purchase electric or hybrid vehicles in the future.
Deloitte noted that by 2030, Gen Zs and Millennials will make up 74% of the global workforce, emphasizing the growing importance of sustainability to businesses and consumers alike.
