When you account for the fact that Gen Z is now the largest generation in the U.S., small-scale behavior changes compound into macro-sized cultural shifts.

I also get solace from another change, something quite profound: sustainability has become a cultural movement, and arguably the core value of an entire generation. A 2021 Pew Research report found that 76% of Gen Zs list climate change as among their biggest societal concerns, with 37% listing it as their #1 concern.