Generation Z prioritises eco-advocacy

According to the well-known theory of William Strauss and Neil Howe, modern society can be divided into four generations: "baby boomers", "Х", "Y" and "Z". These generations have differences among themselves in various issues, including the issue of attitudes towards ecology. In the modern world, the environmental agenda is of particular importance due to the rapidly changing nature of our surroundings. The problem of ecology is one of the six global problems of our time. In this regard, the aim of this study was to investigate the relationship between different generations and environmental protection and eco-activism. General scientific methods were used to achieve this research objective, including the analysis of historical materials and the results of applied sociological surveys. In this article, we tried to trace how, depending on the generation, the ideas and values of environmental friendliness and care for the environment changed. For the first time, the so-called Millennials (generation Y, born between 1983 and 2004) have shown a special interest in the "green theme". According to the study data, representatives of the Zoomer generation (born after 2004) are even more inclined to show interest in the environmental agenda than other generations. This is primarily expressed through strengthened eco-advocacy in the social context. They tend to use products from recycled materials, consume environmentally friendly products, relax in nature, taking care of it. An analysis of contemporary media publications and data obtained from sociological surveys suggests that eco-advocacy is an important value orientation for youth today. This phenomenon highlights the differences between the modern generation of Zoomers and previous generations such as baby boomers, X and Millennials.