2025 was a pivotal year for climate action—marking 10 years since the Paris Agreement and the midpoint of a decisive decade for cutting greenhouse gas emissions. It was also the deadline for the 195 signees to submit updated national climate plans or nationally determined contributions (NDCs 3.0), with targets for 2035. As of February 2026, only 13 countries had submitted updated climate target plans. While this is rather sad, considering the current global political state, it was probably to be expected.

Of course, the effects of climate change are blind to politics and politicians. According to the United Nations Environment Programme’s Emissions Gap Report 2025, current climate pledges put the world on track for a 2.3–2.5°C temperature rise this century, far exceeding the Paris Agreement’s 1.5°C goal. Global emissions hit a record in 2024, necessitating a 55% reduction in annual emissions by 2035 to align with a 1.5°C pathway, a totally unobtainable goal. You would think that this would be reason enough for all to be concerned, but yet here we are.

While the politics of governments continue to turn a blind eye to these concerning facts, upcoming generations, especially Gen Z and Millennials, tend to treat sustainability as a core expectation rather than a niche preference. They are showing that they are more likely than older generations to choose brands, employers, and products based on environmental impact, and many are willing to pay more for sustainable options. These younger consumers are more likely to buy products with lower environmental impact, research a company’s sustainability claims before purchasing, and reward brands that can prove their environmental performance. Several recent surveys say roughly two-thirds to more than four-fifths of Gen Z and Millennials factor sustainability into purchasing decisions, depending on the question and market studied. They also tend to be more skeptical of vague claims and expect clear evidence, certifications, and consistency.