As Ireland prepares for its next presidential chapter, shifting generational attitudes toward sustainability reveal both a challenge and a powerful opportunity for brands to lead with authenticity, transparency, and purpose.

When speaking on the state of the environment, Michael D. Higgins current President of Ireland once said, “If we were coal miners, we would be up to our knees in dead canaries”, while another past President of Ireland Mary Robinson once said, “Climate change is a fundamental problem that we must solve and not merely pass on to the generations to come.”

Both figures of the “Silent Generation” have been leading voices on sustainability and the environment, and in RED C’s latest Consumer Sustainability Monitor, we see evidence of a quiet green revolution underway amongst these older generations.  Younger Gen Z and Millennials are ready to take brands to task (yet still presenting an opportunity to brands) and mid-age Gen X remaining somewhat cynical on sustainability and the environment.

Baby Boomers and the Silent Generation – wiser in their years and in the impact that collective actions can have

For older generations who grew up pre-1965, it must be at least mildly disconcerting to know that future generations (including their offspring) are faced with a potentially unstable geo-political future on an unprecedented scale. And by most accounts, that is probably a glass half full view.

Perhaps that is why those aged 65+ in Ireland are especially likely to believe (81% versus 71% nationally) that their personal actions can improve the environment. Is this just good old-fashioned positivity, the benefit of hindsight and of life experience, or perhaps a bit of both?  As Michael D. said, “We owe a debt to those who might be future victims of our actions or inactions now.”

Let’s consider data centres and their potential impact on energy use and climate targets. When faced with this scenario, women aged 55+ are especially likely to agree (76% versus 65% nationally) that it is important that Ireland does not miss its climate targets due to the rapid expansion of data centres. Might Mary Robinson be sitting proud somewhere if she were to learn this? It seems likely.

Older ages are more likely to be engaging in the daily ‘grind’ behaviours that other ages don’t seem to be doing to the same degree. Recycling and composting more often (95% of those 55+ do this), using less energy (81%), and buying local, in-season food (69%). Do they have more time to devote to these types of things in retirement, or do they just care more? “We can’t let our children and grandchildren say that we failed them,” Mary Robinson said. These results suggest that older ages are making a concerted effort here, but this is not the case for all age groups.

Gen X / Older Millennials – cynical toward sustainability

As for Gen X and older Millennials, there is somewhat of a sense here that they have bigger fish to fry.  Who is specifically seeking out products that are sustainably sourced or produced? Not them – only 31% of 45-54s do this versus 42% of all adults. What if a brand was suspected of greenwashing? 45-54s most likely to look past that too, with only 45% agreeing they would consider this versus 55% of all adults.

What about data centres and their impact? Only 53% of 35-54 men (vs 65% of all adults) agree it is important to not let expansion of these cause Ireland to miss its climate targets. When we consider perhaps the most telling of all areas and one’s belief that their personal actions can improve the environment, 35-44s have the lowest level of agreement, again highlighting a certain amount of cynicism on the climate crisis.

However, travelling down the ‘age and generation ladder’, there is hope to be found with Gen Z.

Gen Z – perhaps group that represents greatest threat to brands, but also greatest opportunity 

If you are a brand, the group you probably don’t want to get on the wrong side of is Gen Z.  You should want to build trust with this group and make sure you are transparent and forthcoming in your activities and communications pertaining to sustainability and the environment. Why? If suspected of greenwashing, 75% of 18-24-year-olds (as compared to 55% amongst all adults) would strongly consider switching brands. 75%! Is there a proud Irish President somewhere?

18-24-year-olds appear to be putting their money where their mouth is, and are especially likely (67%) to specifically seek out sustainably sourced or produced products. There is also an especially high level of willingness amongst 18-34-year-old men (65%) to pay more for products or services from brands that demonstrate strong sustainability practices, and there is especially high preference (72%) to buy from brands that are transparent about their environmental and social impact. These views seem to be in line with those of Higgins and Robinson, with a wariness toward corporations and brands that are not leading consumers in a ‘climate target friendly’ way.

This space is clearly a risky one for brands and seems like a tight rope to walk.

Looking to brands to lead

Ultimately, the majority of consumers in Ireland (68%) are looking for brands to lead the way when it comes to sustainability, which certainly suggests that Irish consumers are not letting brands off the hook.  Reaching out to consumers must seem like a minefield for brands though, especially given the high consideration for switching if suspected of greenwashing. For younger audiences, one way to connect authentically is via influencer style messaging that promotes sustainable products more, which is something that 2 in 3 of 18-34-year-olds would like to see.  This influencer campaign for sustainability approach has been successfully applied by brands such as Patagonia, with higher engagement and return on investment than traditional marketing.

As we look to the future of the Irish Presidency and of the sustainability movement in Ireland, it is important to recognise the differences across each generation in their behaviours and views pertaining to sustainability. Taking a one size fits all approach is unlikely to be effective. Likewise, brands can benefit from a nuanced sustainability approach that takes generational differences into consideration (e.g. influencer marketing).

For brands, sustainability isn’t just a responsibility—it’s an opportunity to connect meaningfully with consumers across generations. And while the challenges are serious, the tone doesn’t always have to be. Injecting authenticity, optimism, and even a touch of humour into sustainability communications can foster trust and engagement. As Mary Robinson wisely said, “Laughter in a very serious discussion is much more persuasive…”—a reminder that even in the face of climate urgency, brands that communicate with humanity and heart are more likely to inspire action.

Click here to Download Report