We’re all scrambling to figure out Generation Y. Turns out they have specific green-brand preferences and want to work for eco-friendly companies.
Yesterday, Max Gladwell was cited in a Huffington Post story about Generation Y’s 15 Favorite Eco-friendly Brands.
“The young demographic favored fifteen green brands: Apple, Whole Foods, Trader Joe’s, Toyota, Honda, Google, Aveda, Zipcar, American Apparel, Ikea, 7th Generation, the Body Shop, Starbucks, Netflix and Method.
Social Media and Green Living consulting firm Max Gladwell categorizes the environmentally conscientious teen into four types of green teen consumers: [Living Green, Core Fashionista, Walking Green, and Spending Green].”
Actually, we referenced this from a story on MediaPost by Sarah Mahoney, which was linked in the original post, while putting it in the context of the broader sustainability trend. MediaPost cited Iconoculture as its source.
Alas, a new promotional study out today finds, not surprisingly, that Generation Y also wants to work for environmentally friendly companies, making the case that in order to compete for talent, companies either need to take sustainability and corporate social responsibility (CSR) seriously…or do a good job of seeming like they do.
College students and recent college grads would prefer to work for more environmentally-friendly companies and buy greener products, according to a survey conducted by Experience Inc. a provider of career services for college students and alumni. The poll of 2,774 college students and recent grads from across the nation reveals an enormous benefit for hiring managers who tout their environmental commitments to Gen Y. [Notice that you may not have to actually be green but only to "tout" it.]
High-level survey findings include:
Eighty-four percent of Gen Y are actively concerned about the climate crisis – and many say the green movement relates to their career choices:
- 81% say it is important to work for a green company - meaning they are either green-friendly, green-conscious or green-certified
- 79% report that they would be more likely to accept a job offer at a green company over another company, when evaluating two similar job offers
- 16% currently work or intern at a green company
Providing education and more options will fuel Gen Y to be more active in the green movement:
- 20% say they need more green product options
- 19% cite a need for more education about actions they can take to help and 16% want more education about how their actions help
- 16% admit they need to be better educated on the issues
“Millennials are the new face of today’s workforce,” explains Jenny Floren, founder and CEO of Experience. “Companies should clearly communicate their environmental commitments and socially responsible practices throughout all recruiting programs to attract the best talent.”
Experience Green is an online community for college students and recent grads who are committed to the green movement. Sponsored by Chevrolet Fuel Solutions, Experience Green educates and inspires its members by offering internships and career options for those who want their job to complement their eco-friendly lifestyle.
1 response so far ↓
1 KevinLongJM // Aug 10, 2008 at 6:43 am
I have been seeing a lot of chat about the green generation. I appreciate how you stated the facts and did not do a comparison with other generations because I think the biggest factor still driving Gen Y to green is because “they can” – not just because “they should”.
Transfer of wealth is at an all time high along with employment options because of the internet. Two big factors that generations in the past did not have before deciding if they should “go green”.
Kevin Long
http://www.justmeans.com
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