Kaspersky research highlights Generation Z environmental concerns

A new study by the Kaspersky Market Research Center reveals that Generation Z is the most environmentally conscious generation regarding digital technology. While 59% of respondents in this demographic feel confident and competent in digital environments, they are also highly aware of the ecological costs associated with digital lifestyles.

Key findings show that 20% of Generation Z individuals identify the environmental damage caused by digital infrastructure as a risk to future generations, the highest percentage among all studied age groups. Additionally, 22% expressed concern over excessive consumption and increasing waste, compared to a global average of 19%.

Some members of this generation are also looking toward sustainable solutions, with 11% identifying green data centers as a promising trend for the future. As Generation Z becomes an increasingly influential group of consumers and employees, their awareness may drive demand for more sustainable technological solutions and longer product lifecycles.