A study conducted by analysis firm United Minds on behalf of Electrolux, including a quantitative survey as well as in-depth interviews concluded that young people are not only willing to drastically change their lifestyle in order to save the planet. They also see themselves as sustainable advocates and leaders towards a more sustainable future, according to a new global study from Electrolux revealing the thoughts of almost 14,000 young people around the world.
Key findings
Worries & fears
Many youths express feelings of anxiety towards global sustainability threats. Pollution, pandemics and natural disasters are among the major concerns. [p. 10]
A significant portion of this generation is willing to make drastic lifestyle changes in the interests of the planet.[p. 12]
Clothing care
Young people are generally aware of issues relating to excessive consumption of clothing, but some feel that fashion is hard to give up.[p. 41]
Many young people point to a lack of knowledge about how to wash sustainably as a possible barrier preventing people from taking better care of their clothes. [p. 47]
Solutions and responsibility
There is a strong sense that systemwide changes will be needed in order to transition to a more sustainable society. [p. 16]
Many young people believe it is them who will lead the change towards a more sustainable future. [p. 18]
Wellbeing at home
The COVID-19 pandemic has made the home an increasingly important part of many young people’s wellbeing. [p. 59]
There is strong desire among this group for smart home systems that can provide health and dietary advice. [p. 64]
Food
Cost and supply factors — as well as lack of knowledge — impact some young people’s ability to eat more sustainably. [p. 30]
There is a high interest among youth towards growing and preparing their own food at home. [p. 33]
Future living
For this generation, there is no “one” type of home (e.g., house, apartment, farmhouse, collective) that clearly stands out as the ideal for a future sustainable home. [p. 72]
In the eyes of many youths, the smart home of the future produces its own energy and reuses water. [p. 79]
Read full study here
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