Millenials: Do They Care?
May 9th, 2012
Two EnviroMedians, Chris Devidal and Jovana Kamenko, weigh in on the study that claimed their generation doesn’t care about conservation.
The Grass Is Greener on the Younger Side
There’s been a lot of debate recently about whether Millennials (individuals born after 1982) are as “green” as we’re reputed to be. Millennials have a reputation of being environmentally conscious do-gooders, but a study published in March by the Journal of Personality and Social Psychology suggests this generation is less interested in the environment and conservation than previous generations.
Although no single piece of research can accurately define a generation, one of the study’s main conclusions is that over the last four decades there has been a steady decline in concern about the environment and taking personal action to save it. This leads some to question whether Millennials really deserve the “green generation” title.
So which is it — do Millennials care about the environment or don’t they?
As two admittedly biased Millennials, we say yes — but with an asterisk. Millennials are concerned citizens, but we tend to let our actions speak louder than our words.
Behavior is usually a better indicator of core beliefs than self-reported attitudes, especially with surveys. The following are just several action-based indicators that point to greater “green” behaviors by Millennials than other generations:
• Alternative transportation: Between 2001 and 2009, the average yearly number of vehicle-miles traveled by 16- to-34-year-olds dropped 23 percent. Young Americans are driving less in favor of bicycling, carsharing, walking and using public transit.1
• Volunteering: The Corporation for National and Community Service reported a 20 percent increase in college student volunteering between 2002 and 2005 as greater numbers of Millennials started college.2
• Civic Engagement: According to census data, approximately 50 percent of 18- to 29-year-olds voted in the 2008 presidential election. This was the second-highest youth participation in any presidential election since 1972.
We are also slower than previous generations to pat ourselves on the back for singlehandedly “saving the environment.” This is in part due to changing standards for what’s considered “environmentalism” and increased knowledge about the impact of individual actions. These factors have put the true problem in perspective, reducing our quickness to assume that a single action can save the planet — but not, necessarily, our commitment to doing our part.
At EnviroMedia, we pride ourselves on working with clients to create campaigns that change behaviors, not just attitudes and opinions. While today’s youth may not be the most vocal and outspoken generation of earth advocates, we stand by our belief that we’re ultimately headed steadily (and not completely silently) in the right direction.
1 CalPIRG Education Fund, Transportation and the New Generation, April 5, 2012
2,3 Mike & Morley, Millennials Are a “We” Not “Me” Generation. Blog, March 15, 2012


















The PRWeek honor is a huge industry recognition, but we also recently received accolades from a group dedicated to the same thing EnviroMedia is — helping people live healthier lives in healthier communities. 




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