The United States is becoming more diverse. By 2060, non-Hispanic white people might no longer make up the majority of the population, according to the U.S. Census Bureau. Generation Z, about 70 million young people born between 1997 and 2012, is among the most educated and racially diverse generations, similar to Millennials born between 1981 and 1996.
Gen Z is very vocal about climate change. Youth advocates like Vanessa Nakate and Isaias Hernandez are global leaders demanding climate action. Gen Z insists that companies adopt sustainability goals and embrace diversity, equity, and inclusion (DEI). They also promote environmental justice, meaning decisions about human health and the environment should involve all people, regardless of income, race, color, national origin, tribal affiliation, or disability.
Business leaders should pay attention to this changing demographic, as well-informed consumers are increasingly aware of how racism and structural inequalities contribute to environmental problems and climate change. In the next decade, the best leaders will be remembered for how they responded to consumer concerns and took steps to drive positive social and environmental changes.
Here are two ways Gen Z is making a business case for environmental justice—and how leaders are responding.
Gen Z is Creating Tools to Educate Consumers and Encourage Transparency
Since Rachel Carson’s “Silent Spring” was published in 1962, the U.S. public has become more aware of how the economy, society, and environment are connected. In the 1970s, responding to concerns about pesticides, food brands began offering organic foods. Retailers started using terms like “eco-friendly” and “sustainability,” but without clear definitions, this led to greenwashing (making products appear more environmentally friendly than they are).
Today, consumers interested in sustainability turn to social media leaders for guidance. Kristy Drutman, founder of Browngirl Green, educates consumers about environmental issues and highlights responsible brands. She also co-founded the Green Jobs Board, which lists environmental and climate-related opportunities focused on DEI. Isaias Hernandez, with over 120,000 Instagram followers, educates about environmental topics and hosts a sustainable jobs web series. These Gen Z influencers are shaping public opinion on supporting brands that work to reduce their environmental impact.
The goal is twofold: 1) equip consumers with tools to identify brands making sustainable business choices and improving working conditions, and 2) push business leaders to be transparent and disclose their environmental progress over time.
Gen Z is Empowering Teams to Lead DEI Culture
Gen Z is also pushing for brands to adopt racial justice policies. Issues like sexism, racism, and environmental harm are interconnected, so implementing DEI training is a key step toward environmental justice.
Since launching a consulting branch under Intersectional Environmentalist in 2020, I’ve met individuals at corporations committed to providing meaningful DEI programs despite limited resources. Research shows that one-off trainings aren’t enough to address workplace bias. In fact, mandatory trainings can make people feel uncomfortable and may lead to merely checking a box rather than fostering real change.
It’s more effective to create environments that encourage growth with the help of expert facilitators. As a facilitator focusing on cultural organizing, I suggest incorporating simple, engaging elements like lunchtime workshops, interactive art experiences, and regular icebreakers. These activities help teams embrace and lead cultural shifts.
Looking ahead, business leaders must prioritize environmental justice and DEI initiatives to stay relevant and responsible in a changing world. Effective leaders are creating inclusive workplaces that prioritize both people and the environment.
