Generation Z, also known as Gen Z, are Singapore’s most sustainability-aware age group, yet are less likely than older generations to put green habits into practice, according to a study by insurer Singlife and the Sustainable and Green Finance Institute (SGFIN) at the National University of Singapore.
The Singlife–SGFIN Sustainable Future Index, now in its second year, is based on a survey of 1,500 Singaporeans and permanent residents. It found that 60 per cent of Gen Z respondents – people born from 1997 to 2012 – reported being fully or mostly aware of sustainability issues, a figure significantly higher than Millennials (born from 1981 and 1996), Gen X (born mid-1960s to 1980) or Baby Boomers (born between 1946 and 1960).
However, greater awareness does not always lead to everyday action. Older Singaporeans were much more likely to adopt basic sustainable behaviours: nearly nine in 10 Gen X and Baby Boomers reported using reusable bags and containers, compared with about seven in 10 Gen Z respondents.
Similarly, about seven in 10 older respondents said they recycle waste and purchase energy-efficient household appliances, while only around half of Gen Z do so. The study concludes that despite their stronger exposure to climate and sustainability discourse, younger Singaporeans show a wider gap between intention and action than older generations.
Young Singaporeans are much less likely to lead sustainability lifestyles than their older counters. Source: The Singlife–SGFIN Sustainable Future Index
SGFIN’s study echoes global research that shows that although Gen Z is often referred to as the “sustainability generation” that has grown up with climate anxiety and pandemic-induced lockdowns, the age group is also known for driving cheap, ultra-fast fashion.
Few Gen Z feel responsible for environmental harm
NUS researchers attribute the generational say-do gap to uneven levels of “ownership” – the belief that individuals have a responsibility to reduce environmental harm and that their actions can make a difference. Although 83 per cent of respondents across all age groups say they feel personally responsible for environmental impact, this belief is more consistently reflected in the behaviours of older Singaporeans.
Pamela Low, founder of Singapore climate consultancy Tingkats, believes that many young Singaporeans question whether individual action can help to make a difference, which could explain the lower appetite for environmental behaviours. Many are simply indifferent to environmental issues, Low suggested.
Gen Z’s sense of ownership appears to manifest more strongly in social sustainability than environmental behaviours; the youngest cohort was the most likely to volunteer, participate in neighbourhood sustainability events, and support initiatives for vulnerable groups, even as they were less engaged in personal lifestyle changes such as waste reduction and energy efficiency.
Few Singaporeans will pay more for green products. Source: Singlife–SGFIN Sustainable Future Index
Financial trade-offs further weaken sustainable action, particularly for younger people. The study found that although 65 per cent of respondents prefer to buy from companies perceived as more sustainable, only 38 per cent are willing to pay more for sustainable products or services. Cost, researchers note, remains a decisive barrier to action, even among those with strong sustainability values.
This finding echoes research on Gen Z’s sustainability motivations in other countries, where fast fashion, frictionless e-commerce and the churn of social media trends have made it easy for sustainable intentions to be sidelined. While young people may want to buy sustainability champions such as Patagonia or Allbirds, more affordable options like Shein, Zara and H&M often win out.
Associate professor Zhang Weina, deputy director of SGFIN, told Eco-Business that her organisation was still investigating the reasons behind generational differences in sustainable lifestyles in Singapore, but the key insight that has emerged so far is price sensitivity among younger Singaporeans.
