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Beware The Stereotype: Gen Z Isn’t The Most Actively Green Generation

Blog: Forrester BPM Center of Excellence

Businesses and media tend to catalog Gen Z (individuals born between 1997 and 2012) as the sustainability generation. Media hype surrounding young environmental activists like Greta Thunberg reinforces this stereotype. But brands and retailers should beware this boilerplate assumption. Gen Z’s relationship with environmental sustainability is nuanced. This is especially true in Europe where the […]

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