Photo credit: Wels.net
DDB delved into its Life Style Study (LSS) this Earth Day, for data about how concerned Americans are about protecting the environment, how much of an effort they make to recycle everything they possibly can, and how willing they are to choose the environment over their wallets or quality of life. The data also seeks to answer the question, “Are Millennials Really “Greener” than Boomers?”. Not so!
Protecting the environment is very important to a majority of Americans. While attitudinal concerns about the environment are high, reported “green” behavior levels lag. Most are not willing to choose the environment over their wallets or quality of life. Interestingly, Boomers are more likely to recycle, whereas Millennials are more likely to use refillable water bottles and own energy-efficient automobiles.