Millennials: The Generation That Made Sustainability Mainstream

• The article explores which generation contributed most to society, moving beyond physical infrastructure to behavioral impact.
• Earlier generations focused on physical infrastructure like transport networks and power grids, often driven by post-war reconstruction.
• Millennials are identified as the generation that brought sustainability into mainstream consciousness, shifting it from policy to everyday consumption.
• Unlike previous Corporate Social Responsibility (CSR) efforts, millennials' choices at checkout counters demanded transparency and ethical practices.
• This generation, shaped by the 2008 financial crisis and unfiltered internet access, drove the rise of ethical products and services through conscious spending.