A recent article from Trellis highlights the growing climate anxiety among Gen Z and offers insights into how brands can respond effectively.

According to a survey conducted by GlobeScan and BBMG, over 70% of Gen Z respondents express extreme concern about environmental harm caused by human activity. Nearly half feel "greatly personally affected" by climate change, and about 38% report feeling anxious most or all of the time—more than double the rate among older generations.

This heightened anxiety is leading to disengagement, with many young people questioning the efficacy of sustainable behaviors and expressing feelings of hopelessness. The article emphasizes that this is not a fleeting issue but a generational crisis of confidence that requires immediate attention.

To address this, the article suggests that brands, governments, and institutions should:

• Lead with truth: Communicate challenges with honesty and bold imagination.
• Make power personal: Empower individuals through small actions that provide immediate feedback and clear impact.
• Create connection loops: Foster relationships between people, products, and the planet to build meaningful communities.
• Invite joy: Enhance positive emotions to make sustainability a source of well-being.
• Weave new stories: Develop narratives that honor reality and aspirations, illustrating what's possible for the future.

By implementing these strategies, brands can re-engage Gen Z, transforming climate anxiety into actionable hope and fostering a more sustainable future.

More than anything, I think brands have to start making a real impact with significant, demonstrable results if they want to be viewed as a leader. Otherwise, it's all just more talk.