A recent survey of Generation Z (18–27 years old) and Millennials (28–44 years old), commissioned by brand experience agency Godmother, shows that emotional messages about sustainability have a far stronger impact than rational, fact-based ones. Nearly nine in ten respondents from both groups said they were moved by an image of a turtle trapped in plastic waste, compared with far lower engagement with a statistical chart on environmental issues. Among other objectives, the survey tested what