Hedonism and individualism are increasing amoung youth, their interest for society and the environment decreases. Motivaction - a group of Dutch marketing researchers - published this week its survey on mentality, attitudes and trends of youth. They compare and analyze the response of three generations on a standard set of questions and complement the information with qualitative research. Ten years ago a similar survey showed a much higher interest (33%) in environment among young people between 15 and 23 years old. "I worry about the damage to the environment" now scores 58% among the youngest generation. Ten years ago that was 78%. The researchers see a trend of selfishness and more a-social behavior emerging among young people. I wonder what this will mean for awareness raising about climate change and the much needed behaviour change strategies?
Thursday 3 December 2009
Mentality differences among generations
Hedonism and individualism are increasing amoung youth, their interest for society and the environment decreases. Motivaction - a group of Dutch marketing researchers - published this week its survey on mentality, attitudes and trends of youth. They compare and analyze the response of three generations on a standard set of questions and complement the information with qualitative research. Ten years ago a similar survey showed a much higher interest (33%) in environment among young people between 15 and 23 years old. "I worry about the damage to the environment" now scores 58% among the youngest generation. Ten years ago that was 78%. The researchers see a trend of selfishness and more a-social behavior emerging among young people. I wonder what this will mean for awareness raising about climate change and the much needed behaviour change strategies?
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