Embracing the Future : A Qualitative Examination of Gen Z and Sustainability

Abstract

This research sought to gain a better understanding of GEN Z college student perspectives and behaviors regarding sustainability. Sustainability encompasses environmental, social, and economic aspects focused on meeting present-day needs without compromising the future. Through extensive secondary research, insights into current sustainability trends, challenges, and opportunities were identified, which provided the foundation for a series of empathy mapping exercises and the conducting of six focus groups with undergraduate students. Findings indicated that participants viewed sustainability in the context of individuals making conscious choices, such as buying reusable items and minimizing their carbon footprint as a way to create positive long-term benefits. Participants also reported being aware of community and campus initiatives in packaging, printing, and community clean-up events. Global issues such as plastic waste, fossil fuels, and climate change were acknowledged as pressing concerns. Motivations for supporting sustainability efforts stem from a sense of responsibility to care for the planet. Noted obstacles included increased product costs, time constraints, and a lack of awareness about the need to adopt more sustainable practices. Most participants associated sustainability only with environmental issues and focused on “Reduce, Reuse, Recycle.”