How the generations really think, feel & act around sustainability

featuring Voya Financial, Subaru and Church & Dwight

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Thinking Ahead

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The generational stereotypes around sustainability are straight out of central casting – Gen Z’ers protest over climate change, while Baby Boomers line up to buy gas-guzzling SUVs and Millennials trade recycling tips over Starbucks lattes. How do today’s generations really think, feel and act when it comes to the environment? As the Earth heats up and the economy cools down, is it time to revisit our assumptions about these archetypes of culture and marketing? Join GfK for a down-to-earth discussion with marketers and researchers who represent today’s key generations – revealing firsthand whether Gen Z, Millennials, Gen X, and Boomers will ever see eye to eye on a host of sustainability issues, from electric vehicles to the circular economy.

Thinking Ahead

This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
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Green Gauge® Consumer Study

This report from GfK Consumer Life shares how environmental concerns influence consumer attitudes and buying behaviors so you can meet their new expectations.

Download the report