Generations are divided on brand sustainability efforts

Brand Sustainability Perception and the Role of Age

Dalia developed the Brand Sustainability Perception Index (SPI) to provide companies with a public view of their sustainability efforts. This post looks at the divides in generational opinion on the sustainability of our 100 brands. 

There are notable differences in brand perception across generations

Placing a generational lens on brand perception shows clear divides in opinion between older and younger generations. Consumers not only view specific brands differently, but entire industries vary in reception too. 

Dalia looked deeper into the results of the Sustainability Perception Index (SPI), to better understand how brands are seen across cultures.

Baby Boomers are most critical of brands when it comes to environmental sustainability

Perception of brand sustainability seems to have some consensus between the oldest generation and the youngest. The oldest generation, Baby Boomers (41-55-year-olds), are most critical of brands, followed by the youngest, Gen Z (18-25-year-olds).

Both mid-generations, Gen Y (26-40-year-olds) and Gen X (41-55-year-olds), have average brand receptivity - Gen Y being the most positive about brands sustainability efforts.

Most sustainably rated brands differ by generation

Top rated brands also differ across generations - for Gen Z the most sustainable brand is Google, while it is Discovery that comes out top for both Gen Y and Gen X, and PayPal for the oldest generation of Boomers.

Furthermore, we see nuanced results across whole industries between the generations. Business services/finance and Alcoholic beverages perform worse with the younger Gen Z's. Brands such as American Express, Cisco, IBM, SAP and Oracle are rated lower than average within the business industry, and brands like Budweiser, Corona and Heineken perform poorly within beverages.

For the oldest Baby Boomers, Apparel and Tech perform particularly poorly. Lower than average rated brands within Apparel include Adidas, H&M and Nike. For Tech, brands include Amazon, Facebook, Huawei, Nintendo, Spotify and Uber - even business tech solution company Salesforce performs poorly for this generation.

The Automotive industry performs worst across most generations, except for Gen Y, who perceive the Luxury industry to be least sustainable. 

To access generational insights about your own brand’s sustainability performance, explore Dalia’s sustainability tracker here.

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For more press inquiries about this post, please contact: 
Stephanie Clapham, Research Manager
Phone: +49 (0)30 610 80 3703