My not so green Millennial

by | May 20, 2015

We’ve all heard the stereotype: Millennials really care about the environment!

And we’ve seen the studies like the one published by Morgan Stanley that finds Millennials are three times more likely to seek employment with a company because of its stance on social and/or governmental issues and twice as likely to invest in funds that target specific social or environmental outcomes.

We know what they think … but what do Millennials really do? As both the mother of a Millennial who will graduate this Sunday and a researcher who’s been tracking self-reported sustainable behaviors over the past 10 years, I’ll tell you what the answer is: NOT as much as you might think!

Now, my daughter is no slouch. (Forgive a moment of bragging before I throw her under the bus.) She’s graduating in the top 5% of her class and is a member of the National Honor Society. In addition, she was named “Student of the Year for Community Involvement” by our local Optimist Club. Yet, after years of coaching and cajoling, I can’t get her to put her aluminum cans into the recycling bin (at least they are deposited on the kitchen counter, rather than the trash can). And she never turns off the lights as she leaves a room. But if she hears someone say they don’t believe in climate change, she’ll quickly climb up on her soapbox and set them straight! And that’s the critical point … Millennials are VERY attitudinally green, but unlike other age cohorts, those attitudes often don’t translate into action.

I wrote a myth-busting post on this topic back in 2013, and was curious to see if our most recent Eco Pulse study data might show improvement. But the trends are consistent. Here are a few stats:

  • Millennials say that a company’s environmental reputation has a strong/very strong impact on their decisions to buy products (35% vs. 30% of the overall population), and 40% of them say they’ve actually chosen one product over another or stopped purchasing a product based on the environmental record of its manufacturer (compared to 33% of the total population).
  • And 68% of them agree that climate change is occurring and primarily caused by human activity.
  • Yet they report the LOWEST number of sustainable behaviors – 9.7, compared to 10.8 for Gen X, 12.9 for Boomers, and 14.2 for Seniors. As I found in 2013, that lower average doesn’t just stem from being renters rather than homeowners – they fall short on basic behaviors like adjusting the thermostat, recycling and conserving water.

A few stats give me hope: They are more aggressively pursuing solar and other renewable energy alternatives, embracing more sustainable transportation behaviors and exploring alternatives to ownership. (Whether or not these are economically driven choices that will change as they become more affluent remains to be seen.)

Interestingly, Millennials’ behavioral drivers are somewhat different than their parents’ and grandparents’. They, like all ages, are primarily driven by their personal health. But while they say they are worried about climate change, they are actually less driven by natural resource protection and environmentalism, and more driven by a desire for higher quality and the protection of both animal and human rights than previous generations. And while they might be less likely than other age groups to recycle or turn off the tap as they brush, they, even more firmly, expect the companies they buy from to recycle and conserve water.

And this is a key to understanding Millennials: Many moms and dads have stayed intimately involved in their affairs (just a text message away) and swooped in and solved problems longer than any previous generation – hence the term “helicopter parents.” So there’s a way in which they expect the companies they buy from to fill that parental role: “Just take care of it for me, so I don’t have to.” To be fair, some of their behaviors (staying in school longer; delaying marriage and home ownership) have been driven by the economy and a dismal job market during the Great Recession, but a “do it for me” mindset has seemingly bled into many Millennial lifestyles.

Don’t get me wrong – they are incredibly innovative and entrepreneurial, and I fully expect my daughter’s generation to solve much of the mess their parents and grandparents have made through new technologies. But I suspect that the underlying motivation behind many of those activities will be, “Let’s solve this so that we don’t have to change our behavior!”

About the Author

Lee Ann Head

Lee Ann Head

Lee Ann started Shelton Group's research department in 2000 and paved the way for us to become the insights-grounded creative agency we are today. After 17 years leading our research team, she recently moved to New Orleans, handing down the title of Vice President of Research & Insights, but remains an integral part of that team as she continues to oversee client projects and proprietary studies.

About the Author

Lee Ann Head

Lee Ann Head

Lee Ann started Shelton Group's research department in 2000 and paved the way for us to become the insights-grounded creative agency we are today. After 17 years leading our research team, she recently moved to New Orleans, handing down the title of Vice President of Research & Insights, but remains an integral part of that team as she continues to oversee client projects and proprietary studies.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insights

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Laila Waggoner

VP Client Engagement

Laila leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results – and clients’ satisfaction. She brings 25+ years of marketing leadership experience to her client relationships, with particular expertise in the homebuilding and remodeling industries as well as member-driven organizations, such as the Vinyl Siding Institute and Plastics Pipe Institute. Before joining Shelton Group, she led strategic marketing teams for Owens Corning’s insulation business.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.