Onderzoek door J.D. Powers op twitter- en facebookberichten van jongeren zou aantonen dat Gen Y en de Millennials niet zo gek meer zijn op auto’s als vroeger, en (iets) meer bewust omgaan met economie en ecologie. Tieners een stuk minder, jonge twintigers behoorlijk meer:

“When it comes to purchasing environmentally friendly products, the two poles of Gen Y exhibit considerably different attitudes. While teens indicate that they will not pay more for green products, they are considerably less likely to consider products that they do not perceive as green. Unlike teens, however, early careerists know they should care about the environment, but like most consumers in other demographic groups, will make environmentally friendly choices only if brands and companies make it convenient for them to do so.” (bron)

“One message the millennials are looking for is respect for the environment–up to a point.  “They might not buy a car or product because it’s green,” according to Cooperman, “but they would take one off their shopping list because it wasn’t,” he said.” (bron)

Dit vertaalt zich trouwens ook in hun houding naar mogelijke werkgevers, waarbij de waarden van de bedrijven een belangrijke rol spelen.

“Despite commonly held perceptions that Generation Yers are spoiled and entitled, analysis of their online conversations indicates that they are concerned about the current economic environment, and are becoming particularly value-conscious and focused on finding employers that offer stability and long term growth opportunities”