Thursday, August 21, 2025
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Music, fashion, and film can define a generation and set it apart from others. The era you’re born into can shape how you view society in general. When it comes to sustainability and the path toward the green transition, the challenge affects us all, regardless of age. But at Planet Energy, we wondered: does the generation you belong to influence how you engage with the issue? Were Boomers the first to champion environmental awareness? Are Millennials the standard-bearers for responsible consumption? Or is Gen Z driving the most radical change?
Understanding the generations: A quick overview
Before looking at how different generations face environmental challenges, it’s important to understand their general characteristics. If you still don’t know which generation you belong to, now’s the time to find out. Before diving into their environmental commitment, let’s look at the broad traits of each generation, since their historical context and values shape their worldview.
Baby Boomers (Born 1946–1964)
They were born into a world in full reconstruction after World War II, and their parents, who had lived through the conflict, instilled values of hard work, sacrifice, and stability. The postwar period brought a baby boom (hence the name) and strong economic expansion in many Western countries, which allowed them a higher standard of living than the previous generation. Growing up as the world improved gave them a strong belief in progress. Among the types of generations, Baby Boomers stand out for seeking stability in all aspects of life, and the idea of a long-term mortgage, a job for life, and retirement are common goals.
Generation X (1965–1980)
They experienced a less optimistic historical context than the Boomers, seeing how promised job security did not always materialize. They also lived through the large-scale entry of women into the workforce, which made them more independent and self-sufficient from a young age. They tend to be more realistic and value work–life balance highly. Technologically, they are the bridge generation between the analog and digital worlds.
Millennials (1981–1996)
Millennials are known for integrating sustainability into their digital lives and responsible consumption. They are the first generation to grow up with the internet and digital technology as part of daily life, in a period of rapid globalization. They value experiences over possessions; for example, they prefer to invest in travel rather than material goods. In terms of work, they seek not only a good salary but also a reason to get up in the morning. They have grown up in an increasingly diverse world, which has led them to be more tolerant of cultural and gender differences.
Generation Z (1997–2012)
They have grown up in a fully digitized world, with smartphones in their hands from an early age and unlimited access to information; technology is an extension of their identity. They have witnessed recurring economic crises and climate change, which has shaped their worldview. Despite their youth, they are very pragmatic and realistic, living in the present rather than chasing an idealized future. They are entrepreneurial and self-taught, with a strong social and environmental conscience.
Each generation brings a unique and valuable perspective to caring for the environment, showing that intergenerational collaboration is key to moving toward a sustainable future.
Concern for the environment across generations
Environmental concern isn’t new, but its intensity and the ways of addressing it have evolved over time, shaped by each generation’s context and values.
Boomers: Pioneers of environmental awareness
They are the pioneers of modern environmental movements. In the 1960s and 1970s, in the face of growing industrial pollution and concern for nature conservation, this generation began to raise its voice. Examples of their legacy include the creation of Earth Day in 1970, thanks to the mobilization of millions of people in the United States, planting the seed of a global movement. In Spain, although the environmental movement developed later due to the political context, figures and associations born in this period began to fight to protect natural areas and call out pollution. Their legacy is undeniable: they laid the foundations of environmental awareness and achieved the first legal frameworks to protect the environment.
Generation X: Between awareness and action
They grew up with environmental awareness already established, but also with globalization and the rise of consumerism. Their approach is more pragmatic and focused on concrete action. They have been fundamental in spreading environmentalism through education and in integrating sustainable practices in both corporate and domestic settings.
This generation has seen environmental issues evolve from activism to integration in everyday life and public policy. Many of the professionals who today lead sustainability departments in large companies or government institutions belong to this generation, applying a more structured, results-based approach. Their commitment shows up in the search for practical solutions and in adopting more conscious consumption habits.
Millennials: The first digital generation committed to the planet
They have been the first generation with a deep digital connection, which has allowed them to use technology as a powerful tool for environmental protection. Their access to information and ability to connect globally have helped spread messages, organize campaigns, and support environmental causes at scale. They are the generation that has popularized concepts such as responsible consumption, the circular economy, and fair trade.
According to a 2023 Statista study, 60% of Spanish Millennials say sustainability is an important factor in their purchasing decisions, a higher percentage than in previous generations. They have driven the rise of sustainable brands, ethical fashion, and greener transport options. Their activism often takes place through social media, support for crowdfunding campaigns for environmental projects, and pressure on companies to adopt more ethical and sustainable practices.
Gen Z: The activist generation that demands real change
They have grown up with the climate crisis as an undeniable reality, which is perhaps why they are the most demanding and activist generation in pursuit of real change. Their constant access to information and global awareness have led to high levels of mobilization, using social media as their main loudspeaker.
According to a Eurobarometer report, 93% of Spanish youth aged 15 to 24 consider climate change a very serious problem, the highest percentage among all age groups. Gen Z demands more ambitious environmental policies from governments and companies, a faster energy transition, and greater social responsibility. Their activism isn’t limited to protests; it also shows up in their consumption decisions, career choices, and participation in local sustainability initiatives.
Is any one of these generations the standard-bearer in the fight against climate change? Each has contributed, and continues to contribute, from its own perspective and context: Boomers laid the groundwork for awareness; Generation X consolidated and professionalized the approach; Millennials integrated sustainability into consumption and technology; and Gen Z is heightening the urgency and demand for real, structural change. An intergenerational perspective is, without a doubt, the best way to collaborate and keep advancing toward the green transition.
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