We conducted in-depth interviews with climate-active members of our Earthtopia TikTok community and then transposed the findings to a quantitative survey of 2,000 people in the UK and US to find how these attitudes are impacting the mainstream. In areas from fashion to transport, FMCG to food we found:
Millennials are the change-makers: 43% have made “substantial changes to their lifestyle” compared to 27% of Gen Z
But Gen Z are taking sustainable action into the mainstream: 77% buy second-hand/vintage clothes and only 19% find it very desirable to own a nice car
US consumers are way ahead: 47% are very engaged in climate-related issues compared to just 23% in the UK
To find out more, download the PDF report below.
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