This ongoing CivicScience series digs deep into the data to explore how young adults today (Gen Z aged 18-24) differ from young adults five years ago (Millennials now aged 25-30). What can we learn about these generations – one which entered into adulthood prior to the pandemic, the other now coming of age in the middle of it? How different are they, really? Here’s what five years of polling has to say.
Social & Environmental Concerns Among Young U.S. Adults, Then & Now
A look at 18- to 24-year-olds in 2022 compared to 18- to 24-year-olds in 2017 (yearly averages):
1. Gen Z is somewhat less concerned with a company’s social consciousness.
Then (2017)
In 2017, more than 80% of young adults felt that a company’s social consciousness and overall kindness (such as sustainable practices, support for social causes, and employee treatment) were important factors in deciding where they shopped and what they bought. And the majority of that subset was inclined to say it was ‘very important.’
Now (2022)
Today, young adults are still highly concerned about a company’s social consciousness – particularly where brands stand on social and political issues – but they are less likely to say it’s ‘very important.’ Data show U.S. consumers in general are less concerned about brand social consciousness, as financial concerns have taken priority for many households.
2. Concerns for climate change and the environment have fallen among young adults over the years.
Then (2017)
CivicScience has been tracking environmental sentiments for years. Young adults in 2017 expressed a very high level of concern for climate change and the environment. More than 40% said they were ‘very concerned’ about these issues.
Now (2022)
Perhaps another casualty of the pandemic and inflation, young adults today appear more lukewarm on climate and environmental concerns. They are about half as likely to say they’re ‘very concerned’ and twice as likely to feel just ‘a little concerned’ compared to their Millennial counterparts in 2017.
3. Lifestyle choices, such as recycling habits, reflect decreased environmental concern.
Then (2017)
How do social and environmental opinions play into a person’s lifestyle choices? In 2017, 58% of young adults said they adjusted their lifestyle in some way to help the environment. Likewise, many felt recycling was important – nearly two-thirds (63%) regularly recycled common recyclable items, and the majority of these recyclers did so at every opportunity.
Now (2022)
Things look slightly different today. Young adults appear less inclined to adjust their lifestyle to help the environment. They are also less likely to say they regularly recycle, as just a quarter make it a point to do so at every chance, compared to over a third of 18- to 24-year-olds in 2017. (Read more about Gen Z and recycling habits.)
4. But, Gen Z is more likely to do volunteer work.
Then (2017)
At this time, a little over a quarter (27%) of young adults said they participated in volunteer work at least once a month. More than half (57%), however, reported they never volunteered.
Now (2022)
Fast-forward to 2022. Today’s young adults are far more likely to volunteer. Nearly 2-in-5 (38%) do volunteer work at least once a month, which overshadows those who never volunteer (31%). Volunteerism and mutual aid have been on the upswing in the pandemic era and Gen Z leads the way.
More Gen Z In-Focus Insights to discover:
Movies and TV Shows Are More Important to Young Adults Today
Want to learn more about the Gen Z consumer? Contact us for an InsightStore demo today. And stay tuned for an upcoming CivicScience report that deep dives into all things Gen Z.
