For many young, Black Americans, sustainability is more than a passing trend, it’s a relationship dealbreaker.
A study by BLK, a dating app aimed at the Black community in the US, has found that many Millennials and Gen Zs are prioritising sustainability in their personal lives and relationships, with 80% saying that they consider sustainability ‘important’, and 46.5% making it a ‘top priority’.
Relationship priority
According to the study, close to two thirds (63%) of young Black singles believe sustainability is a key factor when it comes to shared values and long-term compatibility in relationships and friendships.
Supporting Black-owned sustainable businesses was high on the priority list for respondents, with close to a third (29.7%) having done so in the past six months. Other eco-conscious behaviours that ranked strongly included cutting back on fast fashion, using public transport, and composting.
For some, sustainability is a non-negotiable in relationships – 10% of young Black singles consider it a ‘dealbreaker’, while one in five view climate justice as a romantic ‘green flag’.
More than 10% say their entire friend group is ‘eco-conscious’, while 20% wish their friends ‘cared more’.
Embracing eco
At the same time, challenges remain to widespread green adoption, with 14% of respondents citing the cost of sustainable products as a barrier, along with difficulties in identifying ethical and sustainable brands, which was cited by 15.8%.
Close to half (46.8%), however, say that they don’t face any major roadblocks when it comes to adopting more eco-friendly behaviours.
“In the past, mainstream environmental narratives often left Black communities out of the conversation,” commented Amber Cooper, brand manager for BLK. “But we’ve always been stewards of sustainability—whether through resourcefulness, community-based living, or investing in our neighbourhoods. This report proves what we’ve known all along: caring for the Earth is deeply embedded in Black culture.” Read more here.
