In past years, I often perceived “Millennials” as a generation subject to skepticism; and, mea culpa, I sometimes referred to these individuals with reluctance and hesitation.
Little did I know that I was part of the millennial generation. I found out during a flight from New York to London – I was moving to the UK to attend my MBA – and I came across a “list of generations” on Google. The list stated that individuals born between 1946 and 1964 are Baby Boomers; Generation X starts in 1965 and ends in 1980; Millennials belong to the 1981 to 1995 time frame; Generation Z starts in 1996 and finishes in 2010. I had never even heard of Generation Z as it was a new term for me.
Since I am a very curious person – and I had plenty of hours on my hands whilst sitting in a plane thousands of meters in the air – I decided to dig into this topic. Who were these Generation Z people? And how do we – yes, WE – Millennials differ from them? Apparently, they are smarter, better educated, more entrepreneurial, they have higher expectations than us, and, since they grew up with their mobile phones, they are more global and technological. At this moment, I decided to ignore my curiosity and start watching a movie instead. Thus, the idea of Generation Z vacated my mind…temporarily.
More than two years passed and my boss walked into the office with a very interesting report by Positive Luxury, containing predictions about consumers’ habits in 2019. A paragraph of this report contains information regarding “Generation Less”, which encompasses us all, Millennials, Generation Z, and Baby Boomers, with a high sense of what sustainability is. In fact, Generation Less has a different set of priorities which focuses on health, wellbeing, convenience, social and environmental awareness.
Essentially, we prefer experiences over materiality, we are more conscious of our spending and we look for quality. We want to buy better, live better, do better. If being a Millennial means being a “better-oriented” human being, I guess I am proud of being one of them. I recognize that, broadly speaking, we are aware of our impact on the Earth and we are trying to reduce the potential harm we cause. In the Globechain office, nobody drinks coffee from paper cups, we do not use straws, and we reuse anything that can be reused. Many friends of mine do the same.
A few months ago, Prince Charles stated that we are the first generation to experience the effects of climate change, pollution and overconsumption and that we are also the last generation who can effectively do something in order to save our planet. The truth behind these words rings exceptionally true. This is why we need to engage as many people as possible – even people who are not part of the “Generation Less”. It is (vividly) true.
So, what now? It is time to engage big companies, big communities, and as many people as possible, showing them that being Circular is the solution and that our planet deserves a break. We, at Globechain, are trying to contribute. Even if we are all Millennials (or almost).