Top Causes Youth Care About in 2025: Mental Health, Sustainability & Equality
Published: September, 2025
If there’s one thing that stands out about young people today, it’s how much they care about the world around them. Causes are not just a side interest. They shape conversations, friendships, shopping choices, and even political action.
The Youth Pulse Wave 4 report shows that for 15–30-year-olds across Europe, causes are deeply personal. They are not only about “big issues” like climate change or human rights, but also about things that affect their daily lives, such as mental health and equality.
So, what do young people really care about? And how does that affect how they see brands and products? Let’s dig into the numbers.
Top 10 Causes Youth Care About in 2025
The survey asked thousands of young people which causes are most important to them. Their answers paint a clear picture:
Mental health – now ranked as the single most important cause.
Climate change – the environment remains a top concern.
Animal welfare – young people want stronger animal rights.
Gender equality – equality across genders is still critical.
Sustainability – circular consumption and less waste.
Education access – fairness in education opportunities.
Racial equality – youth demand justice and anti-discrimination.
Human rights – a strong focus on global fairness.
LGBTQ+ rights – inclusivity and representation.
Income inequality – concern over wages and equal opportunities.
It’s interesting to see that this list mixes personal well-being with global activism. Mental health and equality sit alongside climate change and sustainability. This balance shows that young people do not separate “me” from “the world.” Both matter equally.
If you had to pick, would personal well-being or global issues come first for you? Here’s how youth in 2025 answer this question.
Why boycott? The top reasons include:
Disagreement with US policies- many youth dislike the political stance of the US government.
Human rights concerns– they believe not all U.S. actions align with their values.
Cultural differences– some prefer to support local or European-made products.
This is powerful because it shows how values directly influence buying decisions. For many young people, it’s not enough for a product to be stylish or affordable. They ask: Where was it made? What does that say about the brand?
Would you personally avoid buying something based on where it was produced? For many in this age group, the answer is already yes.
What Sustainability Means to Youth
The word sustainability is everywhere. But the report makes it clear that youth have their own definition. For them, it’s not just about being “green.”
Here’s what young people mean when they say a product or brand is sustainable:
For most young people, recycling or reselling unused items (35%) is the top way they define sustainable consumption.
Close behind, 30% highlight buying products made from recycled or upcycled materials, and 29% prefer repairing or repurposing items rather than replacing them.
Packaging choices also matter: 28% say minimal or plastic-free packaging shows sustainability, while another 28% connect it to consuming less overall by buying fewer but higher-quality items.
Many youth also link it to lifestyle: 27% buy local products to reduce transport emissions, and 26% see eating sustainably, such as plant-based, seasonal foods or cutting food waste, as part of the picture.
Fashion plays a role too, with 22% shopping second-hand or vintage and 22% choosing brands with ethical or fair-trade sourcing.
Only 7% admit they don’t actively think about sustainability, which shows just how widespread these habits and values have become.
The data shows clear gender differences. Mental health is a bigger priority for young women (52%) than young men (45%). On the other hand, men are more likely to prioritise physical activity and sports (50% vs. 34%). Gender equality also splits, with 43% of women and 37% of men naming it as a top cause.
Think about your own life. If a friend tells you they’re overwhelmed or anxious, how do you respond? For this generation, being open about mental health is not a weakness; it’s a strength. That’s why it has become the leading cause.
Boycott of US Products
Another striking finding from the report is about political choices. 22% of European youth say they have boycotted products made in the United States.
Mental Health Becomes the #1 Priority
For the first time, mental health has overtaken climate change as the #1 cause among young people. More than half of the respondents said mental health was their main priority.
Why does this matter so much? Stress, anxiety, and burnout are part of everyday life for many Gen Z and millennials. They see friends, classmates, and coworkers struggling, and they want solutions, not silence.
This breakdown shows how broad the idea of sustainability is for young people. It’s not just about using organic cotton or recycled plastics. It’s also about fair wages, less waste, and making things that last.
So, when brands talk about being sustainable, youth will be quick to ask: In what way? If it’s only about packaging, but not about workers, they’ll notice. If it’s only about materials, but not about durability, they’ll see through it.
What does sustainability mean to you? Do you think first about recycling, or about fair working conditions? Young people today think about both.
Final Thoughts
The Youth Pulse Wave 4 study leaves no doubt: causes are at the center of youth identity in 2025.
Mental health is now the #1 priority.
Climate change and sustainability remain top global concerns.
Equality and inclusivity are non-negotiable.
Political choices, like boycotts, show up in shopping habits.
For brands, this means causes cannot be treated as side campaigns or PR stunts. They are central to how young people decide what to support and what to reject.
The big takeaway? If you want to win youth trust, stand for something real.
Discover more trends among 15-30 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.