Boomers are still ruining the planet – this time, by going on holiday

A YouGov poll has revealed fewer than a third of over 60s (Boomers) in the UK have worried about the impact of their travel on the environment, the climate crisis, and the communities they visit – compared to half of Gen Z.

Boomers: wrecking the planet for everyone else

The survey, commissioned by hybrid hospitality operator The Social Hub, found just 31% of Baby Boomers, those aged between 60 and 77, said they’d worried about the impact of their travel on the environment and local communities, while that figure drops to just 26% amongst those aged over 78.

Younger generations are far more likely to suffer from ‘eco-anxiety’, with 47% of adult Gen Zers (aged 18-27) and 4-in-10 (42%) of Millennials (aged 28-41) admitting they’ve worried about the environmental impact of their travel.

The findings emerged from a YouGov survey of 2,000 people across the UK commissioned by European hybrid hospitality operator The Social Hub, which recently became a B Corp in recognition of its commitment to environmental and social impact.

A UN study published earlier this year revealed that international travel has returned to 96% of pre-pandemic levels – and 99% across Europe for the first time. Separate Statista research suggests more than 75% of people over 55 plan to travel domestically or abroad in the six months from September 2024 – compared to 63% of Gen Zers and 80% of Millennials.

The YouGov survey also found 48% of adult UK Gen Zers believe a hotel’s environmental credentials, such as B Corp certification, are important, as did 43% of Millennials (28-41). Just 32% of Gen X and 32% of Baby Boomers said it was important when choosing a hotel.

However, just 20% of UK respondents said they’d avoid booking a hotel if it had poor environmental credentials, such as a high carbon footprint or lack of eco-friendly policies. That figure rises slightly to 25% amongst Gen Zers.

The study revealed the ability to connect with and contribute to communities while travelling is of rising significance – particularly amongst younger generations.  Around 4-in-10 (39%) of people said they’d be likely to choose a hotel if it offered the chance to connect with communities through activities such as volunteering, attending local events, or supporting local businesses. That figure rises to 6-in-10 (58%) amongst adult Gen Zers.

Fair working practices are also increasingly important for travellers, with around half of respondents to the survey (47%) saying they wouldn’t book a hotel if it was known for poor labour practices – such as mistreated staff or lack of fair wages. That figure ranked behind only poor reviews (76%), and overpricing (71%) in putting people off booking a hotel.

The impact is the same regardless of people’s age

Amber Westerborg, Director of Sustainability and Impact at The Social Hub, which operates a growing portfolio of 18 hybrid hotel, student accommodation, and coworking hubs across Europe, said the YouGov poll demonstrates the rising significance of sustainable and responsible travel amongst younger generations – but stressed the need for everybody to pay more.

She said:

We know environmental and societal impact is important to people when choosing a destination and hotel, but there is still work to do to convince travellers to close the intention gap between meaning to make a sustainable choice and taking it – and we want to lead the industry in driving that movement.

Younger generations have grown up surrounded by debate on the impact our actions can have on the environment and other people, so it stands to reason they are more concerned about how their travel choices may affect the world they live in and the communities they visit. However, the impact is the same regardless of your age.

The hospitality and travel industries need to react and respond to this in a meaningful way that people can understand – that’s why certifications, such as B-Corp, are so important. They help travellers, whether for pleasure or business, be confident that their hotels and travel options are walking the talk and playing their part in our collective responsibility to be socially and environmentally responsible.

These figures also show how community conscious travellers are becoming, particularly amongst younger generations. Social impact is central to everything we do. We want our hubs, and the people who visit, work, and stay in them, to be considered assets to the communities they are part of. That’s how we truly go about making our communities, and the world, better for everybody.

OK Boomer

The 1,000+ employee Social Hub became a B Corp at the first attempt by providing extensive evidence of socially and environmentally responsible practices on energy supplies, waste and water use, worker compensation, diversity, and corporate transparency. Certified companies must legally embed their commitment to purpose beyond profit.

Figures from B Labs, the non-for-profit organisation that certifies B Corps, show one in four people around the world now recognise the accreditation, rising to 39% in the UK.

By 2030, The Social Hub has also committed to reduce 78% of its greenhouse gas emissions, produce 50% of its energy on-site, achieve further environmental certification through BREEAM (In-Use) for all properties, and divert 100% of residual waste from landfill or incineration.

As well as supporting local businesses and community groups across its portfolio, The Social Hub also commits 1% of global revenues to the TSH Talent Foundation, an initiative that supports changemakers who face barriers to opportunity. The Foundation is already active with a scholarship program that sees over 30 talented students from around the globe living in our hubs, supported by a life-skills program tailored to their needs.

To find out more about The Social Hub visit thesocialhub.co/, or its B Lab profile.

Featured image via the Canary