Zero Emission Day:
Zero Emissions Day, observed annually on September 21st, is a global initiative advocating for a future free from air pollution that fuels climate change. On this day, people worldwide engage in activities to encourage clean air practices and work towards minimizing greenhouse gas and carbon emissions.
Behavioral Audience:
Zero Emission Day serves as a symbolic reminder of the critical need to transition towards a sustainable, low-carbon future. The concept is gaining traction globally, aligning with efforts to combat climate change and reduce greenhouse gas emissions.
In November 2021, about 90% of worldwide emissions were associated with approved net-zero emission targets, indicating substantial progress compared to January 2020, when countries responsible for approximately two-thirds of global emissions had yet to set net-zero targets.
In the US, there's an increasing focus on zero-emission technologies and sustainable practices, particularly in the context of the transportation sector.
Other initiatives fostering sustainability in the USA include:
Electric Vehicles (EVs) and Clean Energy Adoption:
The USA has been witnessing a growing trend towards the adoption of electric vehicles (EVs) and a shift towards clean energy sources. Governments, companies, and individuals are increasingly investing in and promoting EVs to reduce the carbon footprint associated with traditional gasoline-powered vehicles.
Government Initiatives and Policies:
Federal, state, and local governments are implementing policies to incentivize sustainable practices and zero-emission technologies. These initiatives include tax credits for EV purchases, funding for renewable energy projects, and stricter emissions standards aimed at encouraging sustainable development.
Corporate Sustainability Commitments:
Many US companies are making substantial sustainability commitments, pledging to achieve carbon neutrality or net-zero emissions by specific target years. This includes setting targets to reduce emissions, invest in renewable energy, and incorporate sustainable practices across their operations and supply chains.
Circular Economy and Waste Reduction:
The US is witnessing an increased focus on the circular economy, promoting the efficient use of resources, recycling, and waste reduction. Companies and consumers are looking for ways to minimize waste and recycle materials to support a more sustainable and eco-friendly approach.
Consumer Awareness and Preferences:
Consumers are becoming more environmentally conscious and are actively seeking sustainable products and services. This shift in consumer behavior is driving businesses to adopt sustainable practices, offer eco-friendly products, and transparently communicate their sustainability efforts.
Innovations and Investments:
Investments in sustainable technologies and innovative solutions are on the rise. This includes advancements in renewable energy, energy storage, carbon capture, and sustainable agriculture, all contributing to the overall sustainability landscape in the USA.
Collaborations and Partnerships:
Collaboration among government, industry, academia, and non-profit organizations is gaining prominence. Partnerships are being formed to develop and promote sustainable technologies, policy frameworks, and educational campaigns to accelerate the transition to a sustainable society.
The Consumer Insights Sustainable Consumption survey conducted in the United States in 2023 shows some 38 percent saying that they believe that they can contribute to tackling environmental problems through their daily behavior. The trend among consumers in the United States towards purchasing sustainable products has gained momentum in the past five years, notably in 2022. During this year, a significant majority of consumers reported that their buying habits had become at least slightly more environmentally conscious compared to five years ago.
Market Research:
Age Group: Among the various age groups, Gen Z (individuals born between 1997 and 2012) is cataloged as the sustainability generation. Nowadays, some of the most discussed and relevant topics among Generation Z consumers appear to be sustainability and environmental issues, also thanks to the use of social media. This attitude could affect the way digital natives with these priorities approach everyday life, such as by making sustainability-first buying decisions. For example, they may choose a vegan lifestyle and diet, buy second-hand clothes to avoid excessive production, and support local businesses. Consequently, Bank of America (via CNBC) predicts that Gen Z will become “the most disruptive generation ever, making it an important target audience. Gen Z is the generation that’s most worried about global warming (38% of the population in the U.S.). Moreover, Gen Z and millennials are most concerned about negatively impacting the world’s future (32% and 29%, respectively).
According to Deloitte, Gen Z is adopting more sustainable behaviors than any other group: 50% reduced how much they buy, and 45% stopped purchasing certain brands because of sustainability or ethics concerns. This research suggests that the youngest generations feel more motivated to reduce the effects of climate change and pollution.
The extent of youth engagement in environmental topics can be gauged by tracking the viewership of videos featuring the hashtags #EarthDay and #NatureLover. In October 2021, the platform tallied an impressive 2 billion video views associated with these hashtags in the preceding year.
According to a TikTok article, discussions related to climate issues amassed a staggering 20 billion views globally over just the past year.
Let's delve into specific hashtag statistics, based on TikTok's view counts at the time of this report:
#ecofriendly: 3.5 billion views.
#climatechange: 2.2 billion views.
#vegan: 21 billion views.
#secondhand: 1.6 billion views.
#environmentalawareness: 18.4 million views.
#pollution: 481.6 million views.
In a survey conducted from October 2021 to July 2022, respondents revealed that Gen Zers (or zoomers) cared about tracking their environmental impact. Around 62.7 percent stated they found this either very important or somewhat important.
Sustainability trends and their target audiences vary based on factors like demographics, interests, and geographic location. Here's an overview of sustainability trends and the target audiences associated with them:
Eco-Friendly Products and Zero Waste Living:
Target Audience: Primarily young adults and millennials who are environmentally conscious, value sustainability, and seek to minimize their ecological footprint.
Plant-Based and Vegan Lifestyles:
Target Audience: Vegans, vegetarians, health-conscious individuals, health enthusiasts, and young and middle aged adults concerned about animal welfare and environmental impact.
Circular Economy and Secondhand/Thrift Shopping:
Target Audience: Environmentally conscious consumers seeking to reduce waste, save money, and contribute to a more sustainable and circular economy.
Renewable Energy and Clean Technologies:
Target Audience: Governments, businesses, investors, professionals (25-60) and individuals focused on reducing carbon emissions, combating climate change, and promoting sustainable energy solutions.
Climate Action and Advocacy:
Target Audience: Broad audience including activists, youth, policymakers, and concerned citizens pushing for climate policies, awareness, and actions to address climate change.
Sustainable Fashion and Ethical Apparel:
Target Audience: Fashion-forward millennials (29-43) and Gen Z (11-28) seeking ethical and stylish clothing, Fashion enthusiasts, conscious consumers, and those aiming to support fair labor practices and reduce the environmental impact of the fashion industry.
Waste Reduction and Plastic-Free Living:
Target Audience: Consumers seeking to reduce single-use plastic consumption, environmentally conscious individuals, and those looking for alternatives to traditional plastic products.
Biodiversity and Nature Conservation:
Target Audience: Conservationists, outdoor enthusiasts, nature lovers, and individuals passionate about preserving wildlife and natural habitats.
Community Sustainability and Local Initiatives:
Target Audience: Local communities, small businesses, and individuals interested in supporting local economies, reducing transportation emissions, and fostering community resilience.
Understanding these trends and their respective target audiences is crucial for effectively designing sustainability initiatives, marketing campaigns, and educational programs to promote a more sustainable future.