The United States is becoming more diverse. As early as 2060, non-Hispanic white people may no longer comprise the majority population, according to the U.S. Census Bureau. Generation Z, made up of about 70 million young people born roughly between 1997 and 2012, is among the most highly educated, racially diverse generations, along with Millennials born between 1981 and 1996. 

Gen Z is also particularly outspoken on the topic of climate change. Youth advocates like Vanessa Nakate and Isaias Hernandez serve as global leaders demanding climate action. Gen Z is adamant about the need for corporations to adopt sustainability goals and embrace diversity, equity, and inclusion (DEI). And they promote environmental justice, or the idea that decisions around human health and the environment should be made with the “meaningful involvement of all people, regardless of income, race, color, national origin, Tribal affiliation, or disability.” 

Business leaders must note the changing demographic landscape, as highly educated, highly engaged consumers are increasingly aware of how racism and structural inequities contribute to environmental degradation and climate change. Ten years from now, the greatest leaders will be remembered for the way they responded to consumer sentiment and took action to influence positive social and environmental change. 

Here are two ways Gen Z is making a business case for environmental justice—and what influential leaders are doing with the learnings. 

Gen Z is creating tools to educate consumers and encourage brands to be more transparent.

 

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 intertwined. In the 1970s, responding to an American populous rightfully concerned about pesticides, food brands began offering less-processed organic foods. It wasn’t long before retailers began using terms like “eco-friendly” and “sustainability” to describe their goods. But with little transparency or understanding about what sustainability really meant, a retail era of greenwashing (or making a product appear more environmentally friendly than it really is) was born.

Today, sustainably minded consumers turn to leaders on social media to learn which brands are making progress on sustainability efforts. Kristy Drutman, for example, is the founder of Browngirl Green, a media platform she uses to educate consumers about environmental issues and highlight brands she admires. She is also the co-founder of the Green Jobs Board, which advertises environmental and climate-related opportunities with a focus on DEI. Isaias Hernandez has more than 120,000 followers on Instagram, where he educates audiences about environmental topics. He’s also the author of a sustainable jobs web series, where he informs viewers about sustainability initiatives across various industries. These are just two members of Gen Z who are actively influencing others in their generation and the U.S. population at large on the benefits of supporting brands that are committed to reducing their environmental impact. 

The goal of these efforts is twofold: 1) to equip consumers with tools to identify brands that are taking lasting steps to make more sustainable business choices and improve human working conditions, and 2) to compel business leaders to account for their environmental practices by promoting transparency and disclosing their progress over time.   

Gen Z is also demanding that brands adopt a policy of racial justice. (Injustices related to sexism, racism, and the environment are often interconnected, so implementing DEI trainings and practices are some of the first steps companies can take on the road to achieving environmental justice.) 

Since launching a consulting arm under Intersectional Environmentalist in 2020, I’ve met hardworking individuals at corporations who seek to provide meaningful DEI programming to their staff, despite a lack of resources and support. But research shows that one-off trainings aren’t enough to remedy bias in the workplace. In fact, mandatory trainings can create check-box sentiments around important initiatives and threaten the psychological safety of those who feel uncomfortable but want to attend. 

It’s instead more effective to create welcoming environments that encourage growth among those who are ready to engage with the help of an expert facilitator. As a facilitator who emphasizes cultural organizing myself, I often encourage simple elements that help people align DEI practices with everyday comforts, like lunchtime workshops (food!), interactive art experiences that introduce historical context, and/or regular icebreakers designed to build a team’s engagement muscles. Through regular, interactive programming, you can empower teams to not only adhere to cultural shifts, but to lead them.

As we look to the future, business leaders must prioritize environmental justice and DEI initiatives in order to remain relevant and responsible in an ever-changing world. Effective leaders are working now to create welcoming workplaces that prioritize people and the environment.