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While the Millennial generation—or those born after 1978—may be the cohort that is most passionate and educated about environmental issues, its members are not as altruistic as you might think, according to Generate, Los Angeles. The production company recently launched a market research practice called Generate Insight, which focuses on teens, tweens and young adults. It found that young people could be swayed away from green answers when presented with more-convenient options, lower prices and simpler solutions.
For many Millennials, Generate Insight’s research concluded, the extent of their eco-involvement is based on what they were required to do for a passing grade at school.
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