What’s driving Gen Y and Z’s interest in durability?
15 Nov 2021
What’s driving Gen Y and Z’s interest in durability?

What do younger generations consider to be aspirational? Amid rising environmental concerns and an acute awareness of how purchasing choices reflect one’s personal brand, there’s a new landscape for coolness that has nothing to do with novelty. Now, Gen Yers and Zers are asking: ‘will it last?’

Diana Verde Nieto

Diana Verde Nieto is the co-founder of Positive Luxury, which helps companies adapt and transition to a new climate economy by assessing their ESG performance and forecasting social and environmental risks. Diana is a pioneer in ESG and a globally recognised figure in the sustainability field. She holds a degree in global leadership and public policy from Harvard Kennedy School, and she has been trained by former US Vice President Al Gore at the Alliance of Climate Protection, subsequently being honoured by the World Economic Forum as a Young Global Leader.

Dr. Marylyn Carrigan

Dr. Marylyn Carrigan is a professor of marketing and sustainability at Edinburgh Business School, Heriot-Watt University. She is an internationally recognised expert in the field of ethical and sustainable consumption.

Camilla Brown

Camilla Brown is a London-based writer and editor, with essays on arts and culture published online and in print by organisations and journals. Her background is diverse, ranging from working with artists and tech startups, to collaborating with anarchist bookshops and community festivals.