Despite increased energy costs and high inflation, 68 percent of all Dutch people between the ages of 18 and 42 say they live more sustainably than a year ago. That is the conclusion of an international study that the online bank bunq conducted among more than a thousand German, French and Dutch Millennials and Gen-Zs.
Long-term change
Millennials are between 28 and 42 years old, the age of Gen-Z people is between 18 and 27 years old. This age group not only lives more sustainably, they are also committed to long-term change. For example, ‘reducing consumption’ is the most important sustainability goal for 2023 for nineteen percent. Seventeen percent choose to work from home more often and twelve percent have resolved to travel less, bunq writes in a press release.
Marciano (28) identifies with this. Last year he moved to a sustainable house where he does not use gas, switched to a sustainable energy company and changed jobs. “I have been working on a more conscious and sustainable life for some time now. My girlfriend and I also went on a long train holiday for the first time this year, instead of by plane.”
He does have a comment on bunq’s research. “People between 28 and 42 are very much in development, they earn more money each year. This makes it easier to make sustainable choices.”
Sjoerd (22, student) also sees that people around him are increasingly concerned with living more sustainably. “I think more than a year ago. But that’s mainly because energy prices are very high. Students are less concerned with solar panels or heat pumps, but they are concerned with things in everyday life. Like taking shorter showers or turning the heating down a degree.”
Less money for a more sustainable alternative
What is also striking is that more than a quarter of Gen Z’ers and Millennials indicate that they now have less room to spend money on sustainable products and services than in 2022. 66 percent are still willing to pay more for a (more) sustainable alternative. This is especially true for food (27 percent), clothing (24 percent), energy (18 percent), and financial services (11 percent).
Marloes (28) lives in Amsterdam. More than a year ago she went from studying to working. “Now that I have more money to spend, I pay more attention to what products I buy. I now choose organic chicken more often than free-range chicken. I also try to waste as little food as possible. That awareness has become stronger than a year ago.
“I also think that I live more sustainably, because sustainability is more or less forced upon you.”
Marloes
More effort by companies and organizations
Bunq’s research shows that insufficient financial resources (49 percent) and knowledge (24 percent) are the main reasons for not (further) becoming more sustainable. For Marloes, time is the biggest obstacle. “When I come home after a long day of work, I often go for an easy meal, which is often less sustainable.”
Three-quarters of those questioned believe that companies and organizations should make more effort to offer their customers sustainable products and services. Marciano notices that employers are increasingly responding to sustainability. “My girlfriend could choose between a lease car or an NS Business Card. If she opted for the public transport season ticket, she received a free train holiday as a gift. My employer is going to do the same: if you opt for a train holiday, you get an extra day of vacation.”
Sustainability is also an important point of attention for Marloes’ employer. “I also think that I live more sustainably, because sustainability is more or less forced upon you. For example, at my work we have meatless Monday and the lease cars are all electric. But am I really living sustainably? I think it’s a tough question. I think I’m working on it: I drive electric, buy second-hand clothes more often, try not to waste food. But on the other hand, I still fly and I spend all day working behind a computer that consumes electricity.”
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