Why the Generation That Learned About SDGs Still Puts Public Opinion Ahead of the Environment

Decades-long heat waves, heavy rain, droughts, and heavy snow—extreme weather has become a daily reality. Globally, addressing climate change through measures like reducing greenhouse gas emissions is an urgent task. However, there are concerns that people in their 20s, who should understand these issues well, are weak in viewing them as their own problems and are restrained in taking action.

What, then, is the consciousness of Generation Z (born in the late 1990s to around 2010), who will carry Japan into the future?

Sustainability is irrelevant? The reality for people in their 20s

According to an internet survey conducted in 2024 by the Nissay Research Institute, 30.9% of people in their 20s reported having learned about sustainability or the SDGs at school. This is more than twice the overall average of 14.9%.

The SDGs consist of 17 goals aimed at solving global issues such as climate change and poverty. Japan incorporated these principles into its curriculum with the 2017 revision of the guidelines.

On the other hand, a 2025 social survey by the Japan Research Center found that only 43.9% of people in their 20s said that sustainability is relevant to me, the lowest among all generations. In comparison, over 50% of those in their 40s and older, and over 60% of those in their 60s and older, consider it relevant, making the low awareness of people in their 20s stand out.

Hiroshi Oguchi, associate senior researcher at the Nissay Research Institute, analyzes this as a generational trait.

“People in their 40s and older view sustainability as a life issue—something related to home or children—and have an altruistic impression of contributing to others or society. People in their 20s and 30s, while understanding the significance, cannot imagine how it connects to their own lives. Furthermore, positive evaluations that increase in older generations—such as educational, promotes growth in 30s and above, or new discoveries among seniors—remain relatively low for Generation Z.”

Creating a sustainable society often involves extra costs and is not all positive. Oguchi speculates on the mindset of people in their 20s, who also recognize these negative aspects.

“They may become mentally unbalanced and refrain from taking action, or postpone acting altogether.”

The real fear of being highly conscious among Generation Z

Oguchi also points out a psychological hurdle for Generation Z. People in their 20s, sensitive to social perception, may fear that sustainability efforts will be seen not just as highly conscious, but as excessive altruistic behavior. Based on various survey results, Oguchi describes the image of young people in their 20s as follows:

“This is an age group forming values and identity, and they are sensitive. They worry about how they are perceived by the society around them, limit their actions to avoid causing waves, and hesitate to make independent decisions. They seem to compare themselves with others by observing those around them.”

Hiromi Kitagō, professor at Hosei University Graduate School of Policy Creation, has a similar impression of today’s university students. While they lack social experience, it does not mean they have low awareness; they observe society with a thoughtful, somewhat detached perspective.

“They are quiet, obedient, and uncritical, and even appear pure. Overall, they are very good kids, but they are somewhat passive, cautious, and observant of their surroundings.”

This observing others tendency is reflected in other data.

According to a survey cited in the 2022 Consumer White Paper by the Cabinet Office, about half of people up to their 20s feel uncomfortable expressing their thoughts to others. Additionally, around half strongly feel “I am useless,” and about 70% feel “I want to change my current self.”

The same white paper shows that about 90% of teenagers and 80% of people in their 20s report being satisfied with their lives (including “somewhat satisfied”), and a higher proportion of young people perceive their standard of living as average or above compared with other generations. Being a digital generation that grew up with frequent use of social media and video-sharing services, they have a high awareness of wanting to help those in need.

However, their willingness to contribute to solving environmental or social issues remains only on par with other generations. The white paper also notes, “The willingness of young people to contribute to solving environmental or social issues cannot be said to be high.”

Is guidance harassment? Adults holding back

One reason younger generations are passive and cautious is the changing nature of society. Professor Kitagō points out that in modern society, actions by adults meant to set an example can sometimes be perceived as unnecessary meddling or even harassment.

“In the past, there were many things we learned by being told by older people. Young people don’t necessarily not want to listen to their elders. It may just be that both sides are holding back out of mutual hesitation.”

Situations in which young people hesitate to act on social issues are a significant loss for society as a whole. It’s possible that the broader social atmosphere, which makes people overly conscious of appearances, contributes to this restraint.

So how can people in their 20s be encouraged to act more proactively? Oguchi suggests the following approach to promote action:

“Being told from the outside that you should do this tends to provoke resistance. It may be better to suggest you could try this or encourage them to act together with friends, reducing the burden of taking action.”

Because grand goals like protecting the Earth can feel distant, what becomes important is whether everyday small acts of altruism can elicit empathy and be perceived as personally relevant. To make it easier for younger generations to engage with social issues, society as a whole may need to create an atmosphere that reduces the burden of action.