If you’ve read the news lately, you’ve come across Greta Thunberg’s name. Since skipping school to protest at Sweden’s parliament building in 2018, the 16-year-old Swedish climate activist represents the teen-led climate strike movement.Thanks to Thunberg and the millions she’s inspired, it’s become clear that young people view climate change as a defining issue of their generation. What’s less clear is how their demands will be enacted.
Gen Z is different from its predecessors in one important way. “Like every generation, Gen Z wants happiness and success, but more than previous generations, it views buying power as a key vehicle for activism,” notes Linda Ingersoll, chief engagement strategist at Dun & Bradstreet’s MDR education division. In addition to great products and services, brands have to deliver progress.
Read the full article at Marketing Insider Group.