Introduction to sustainability among young people
In recent years, Italians’ thinking about environmental and social sustainability has undergone significant evolution, especially among the new generations. According to a survey conducted by BVA Doxa, 90% of respondents said they know ESG (Environmental, Social and Governance) concepts, with greater awareness among younger people. This fact highlights a growing interest in crucial issues for the future of the planet
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Supporting the principles of sustainability
An interesting aspect that emerged from the survey is that 80% of the interviewees consider the principles of sustainability as a necessity, rather than a simple fad. This represents an increase compared to the previous year and indicates a change in mentality. However, those under 35 show a more mature and concrete approach to ESG objectives, highlighting a growing awareness of the challenges related to sustainability. 85% of young people actively participate in green initiatives, demonstrating a strong commitment to the ecological transition
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The role of the circular economy
The new generations seem to be more inclined to contribute to the ecological transition when the initiatives also offer a personal benefit. For example, some apps that encourage the circular economy have enjoyed significant success among young people. However, the willingness to pay more for sustainable products decreases with age, highlighting a certain contradiction between ideals and consumer practices. While 59% of those under 25 are willing to pay more for sustainable products, this percentage drops to 53% among those under 35
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Concerns and job opportunities
Regarding the labor market, the majority of young people between 18 and 34 years old believe that sustainability can have a positive impact on employment. However, it is interesting to note that, compared to 2023, the percentage of those who fear negative effects has increased, reaching 18%. This reflects growing anxiety about job opportunities in a context of climate change and technological innovation
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Artificial intelligence and sustainability
Another central theme that emerged from the survey is artificial intelligence. Despite its frequent use, about three times a week, 72% of respondents express fears about the impact of AI on society. Concerns range from privacy to work, with young people skeptical about the impact of AI on employment opportunities. This skepticism is accompanied by a growing awareness of the challenges related to sustainability and the need for appropriate education
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Financial education and skills
Finally, education emerges as a crucial element for tackling sustainability challenges. For 70% of those under 18, school represents the main source of education, but there is a lack of financial skills and knowledge about sustainable finance. However, younger people show good familiarity with financial instruments, with 76% stating that they know at least one savings product. This suggests that, although there are educational gaps, young people are ready to engage in more sustainable financial practices
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