New research examines young adults’ attitudes towards climate change and carbon footprinting See all News & insights

Research reveals that Generation Y in China is leading the call for brands to reduce their impact on the environment

New research from the Carbon Trust examines how young adults' attitudes towards climate change and carbon footprinting influence their purchasing decisions and brand loyalty. The survey of consumers aged 18-25 in China, Korea, South Africa, Brazil, the USA and the UK reveals a divide between attitudes to carbon reduction in the East and West.

How do today's young consumers perceive carbon footprinting?

83% of young people questioned in China say they would be more loyal to a brand if they could see it was reducing its carbon footprint, compared to 73% in Korea, 55% in the UK and 57% in the USA. 

60% of Chinese young adults who participated in the research say they would stop buying a product if its manufacturer refused to commit to measuring and reducing its carbon footprint, followed by 57% in Brazil, 53% in Korea and 35% and 36% in the US and UK respectively. 

Tom Delay, Chief Executive of the Carbon Trust, comments:

These new findings are startling. 60% of young adults questioned in China would stop buying a product if its manufacturer refused to commit to measuring and reducing its carbon footprint, compared to just 35% of those in the U.S. Perhaps it is the Chinese, and not the U.S. consumer, that really holds the key to unlocking the mass demand for the new low carbon products necessary to deliver an environmentally sustainable economy. If global brands don't build international carbon reduction strategies even faster, they risk missing out on the spending power of emerging economies.

 

Read the full press release: Climate concern rises in the East

Infographic - How do today's young consumers perceive carbon footprinting? (PDF)

Survey results - Global survey of young adults' perceptions of carbon and climate change (PDF)