Chattanooga Pulse

The first wave of Millennials, or Generation Y, is now coming of age.  As a member of this group, I am proud to say that as a demographic, we care about the greater good. More importantly, we are good at getting things done. Some people might disagree with this statement, but it would be hard to argue that Generation Y did not influence the political races of 2008 or that we do not shape economic trends.

Generation Y is defined as being made up of individuals born in the early 1980s though the mid-1990s. We are characterized as being socially conscious, civic-minded, and immersed in technology.  We exercise our influence in what we buy and in what we communicate to our vast digital audiences on   Facebook, Twitter and personal blogs.

We are filling classrooms, board rooms, corporate desks, and political office. And there are a lot of us—as many as 60 million across the country, almost 20 percent of the nation’s total population.  According to the Center for Information and Research on Civic Learning and Engagement, we care deeply for our respective causes, donating thousands of hours to volunteering, boycotting and petitioning, and political activism.  The environment is third on our collective list of concerns. Topping our list are education and poverty, both worthy causes, and both tied to environmental sustainability.

The state of the environment is woven into every aspect of our lives.  An educational system that values a curriculum with solid environmental data is crucial to our understanding of how best to live. Poverty can lead to environmental degradation. Situations in which people are forced to choose between basic necessities and sustainability rarely turn out well for the planet or humankind.  You have a hard time understanding the implications of cutting down the rain forest if you are starving and wood is the only commodity around. Environmental degradation often hurts the disadvantaged, and climate change is expected to disproportionally affect Third World countries. So, helping these causes helps the environment, and vice versa.

Research shows that we, beyond being a conscious generation, are willing to help out. Eighty percent of us reported volunteering for a cause during the past 12 months. Overwhelmingly, we are concerned about climate change and its implications, and we give time and money to solving environmental problems.

Our generation works hard, but we also work smart. Facebook is one way that I, and many people I know, have become involved in environmental projects. One green group I belong to hosted a nationwide conference call in which more than 200 people participated.  The meeting was scheduled to last an hour. There was an agenda and room for open conversation. The meeting lasted 45 minutes and in the process, next steps were planned, people connected, and now things are visibly getting done.

We favor out-of-the-box activism. One online initiative to stop Nestle Corporation’s unsustainable water-bottling practices asked people to petition. Instead of signing a piece of paper, thousands of us sent in pictures taken with a webcam or digital camera—putting our faces out there for there for the cause. All of our photos were woven together and placed on the steps of the Capitol in DC.

We have tremendous economic power. As the green market emerges, it is the Millennials who will decide whether or not it succeeds.  We spend billions of dollars, and companies are beginning to recognize our economic influence. An overwhelming 91 percent of us value products that support a good cause, and this is getting noticed. If you Google “Generation Y, spending power” online, a multitude of marketing materials surfaces. Marketing consultant Jim Adams advises clients: “Generation Y Is the most lucrative segment going forward. It is important to attract and maintain them as customers and create a positive brand image.”

There is no doubt: The future of green products, clean tech, renewable energy, and green jobs is up to us. We will be the largest demographic with buying power when the boomers retire. What we demand will create the new supply.

If we choose a green economy, manufacturers have no choice but to follow suit. If we demand truly green components in our products, marketing firms will have to do more than just green wash. If we want protection for the environment, lawmakers have no choice but to write green policy.

We hold the power and the influence and we have no time to waste. We must use our vast numbers, ambitious drive, technical savvy and energy to protect the environment not only for our own sakes—but also for the success of future generations and for the good of our planet.

Elizabeth Crenshaw is LEED accredited and works for EPB in Strategic Planning, but her views are her own. Originally from South Carolina, Elizabeth moved to Chattanooga after graduating from Warren Wilson College in 2007.