Is the younger generation a driving force toward achieving the sustainable development goals? Survey experiments

Abstract

Is the younger generation, including millennials and Generation Z, a driving force toward achieving the Sustainable Development Goals (SDGs)? The younger generation is often described as more socially conscious than the older generation and as promotors of the SDGs; however, little scientific evidence supports these assumptions and expectations. To fill this gap, this study aims to investigate (1) whether the younger cohorts are the pro-SDG generation who drive societies with their sustainable lifestyles to achieve SDGs more actively than the older generations; further, this work elucidates (2) the job-seeking behavior of younger generations. We recently conducted two online surveys in Japan and used different interdisciplinary methodologies. In Study 1, we estimated the marginal generational differences in sustainable lifestyles using a nationwide adult sample (n = 12,098). In Study 2, we elicited the job preferences of university students based on the SDG contributions of companies and expected income using conjoint survey experiment data (n = 668). Together, these findings suggest that the younger generation is likely to be pro-SDGs. • Achieving the SDGs requires substantial changes in our lifestyles. • The younger generation was found to be pro-SDGs. • Generational differences in sustainable lifestyles exist. • Younger people are more willing to pay a higher price for sustainable goods. • Younger people are likely to work for a pro-SDG company for a lower salary.