A new study by Faunalytics and Good Growth Co has examined the attitudes of Generation Z (commonly defined as individuals born between 1997 and 2012) to environmental and animal protection.
The study collected data from educated youth in the United States, Indonesia, Thailand, and China via surveys and interviews. The results indicate that the majority have a preference for ethical products.
Just 31% and 34% of respondents said society was doing enough to protect animals and the environment respectively. However, the focus was mainly on companion and wild animals, with farm animals rarely mentioned.
“Most Gen Z-ers don’t have ideological barriers to protecting animals or the climate”
When asked why they believed animals and the environment should be protected, study participants mentioned a range of factors, including protecting the planet for future generations and helping animals for their own sake. Many blamed individuals such as CEOs and politicians for ethical issues, rather than systemic forces.
There were significant cultural differences between the four countries studied; for example, Indonesians were likely to believe they were already doing enough to help animals and the environment, while many Thai respondents had made lifestyle changes or considered careers that would benefit these causes.
Gen Z drives change
A growing body of research suggests that Gen Z is very environmentally conscious, with a 2023 poll finding that the generation is a major driver of the US vegan market. A study published last year found that 51.5% of Gen Z respondents believed anyone could easily adopt a plant-based diet, while 45.5% agreed that plant-based foods were significantly healthier than their animal-based counterparts.
Furthermore, other research from 2024 indicated that 14% of Gen Z adults in the US identified as vegan or vegetarian.
“Thankfully, our data found that most Gen Z-ers don’t have ideological barriers to protecting animals or the climate,” said Jack Stennett, lead researcher of the new study. “To me, this indicates that advocates need to work hard on dismantling other barriers to activism, like removing a sense of futility and providing stronger financial and career incentives.”
