The Greener Generation

Since 1975, DDB’s Life Style Study has taken an annual look at American attitudes and behaviors. Recently, DDB set out to answer the question, “Are Millennials greener than Boomers?” The answers may surprise you.

Millennials, who were born in the 1980s and 1990s, are more likely to carry and use a refillable water bottle outside their home and to own a hybrid or electric vehicle.

Boomers, who were born from 1946 to 1964, are more likely to recycle everything they possibly can and to make a strong effort to separate recyclables from the rest of the trash. They are also more likely to use reusable grocery bags as much as possible. They edged Millennials slightly in acknowledging the importance of recycling, composting, reducing packaging waste, energy efficiency, and protecting the world’s ecosystems.

For both generations, there was a reluctance to pay more for the environmentally safe version of a product or to accept a lower standard of living to conserve energy. However, Millennials were somewhat more willing to do so than Boomers.

To learn more about the study, visit

Photo © iStock  Kali Nine

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