The Euopanel survey "Who Cares? Who Does?" has examined what shoppers think about plastic waste, who is most responsible for plastic waste reduction and what actions they are personally taking.
When we consider Gen-Z, they are commonly described as being more resilient, more purpose driven, uber-aware and are personified by the likes of Greta Thunberg. However, in contrast with the widely communicated view that younger age groups are holding older people to account for the environmental situation, the finding is that Gen-Z not only care less about plastic waste but are making fewer actions to reduce plastic waste in their own lives.