Even amid economic volatility, environmental concern remains steadfast. While 51% of respondents cite inflation and instability as their greatest personal worries, 41% identify climate change as the second most significant threat to their own lives, underscoring the dual reality of the crisis as both a planetary emergency and a personal challenge shaping their futures.This dual focus also highlights a pragmatic generation that connects economic resilience with environmental sustainability. For young people, climate action is not a luxury to be postponed in hard times – it is central to building a secure, prosperous future. Despite facing significant financial pressures, young people are aligning their consumption and investment choices with their values. When asked about the most influential factors in purchasing decisions, respondents place environmental and ethical impact (38%) among their top three priorities – after quality (71%) and affordability (54%) – signalling a decisive shift towards purpose-driven consumption. Environmental concerns persist Green values driving consumption and investment trends Factors influencing purchasing choices FIGURE 16 When purchasing a product or a service, which of the following factors most inﬂuence your choice? 71.1% Quality and durability54.1% Affordability38.1% Environmental and ethical impact31.1% Trust in the company or brand 16.2% Recommendations from peers or trends 0.7% Other21.4% Ease of access or use According to Morgan Stanley’s investor research, 68% of Gen Z have more than one-fifth of their portfolios invested in companies that aim to create positive environmental or social impact – nearly double the rate of previous generations – and 99% express an interest in sustainable investing.28 These findings underscore that sustainability is not a niche preference but a defining economic value for the next generation of consumers and investors alike. Youth Pulse 2026: Insights from the next generation for a changing world 37