Living with purpose

Sustainable living is gaining traction among more young people like Cara in China, with a noticeable shift from broad environmental campaigns — such as "saving the planet" — to concrete daily actions.

One such advocate is Hu Xinyue, 29, who grew up with green habits long before she fully understood the concept.

"My parents were frugal. Many of the things we still use at home today are the same ones we had when I was a child. But now, sustainability for me is more self-driven — it's no longer just about saving money," she said.

In her daily life, Hu chooses local markets over online shopping, and small neighborhood eateries instead of takeout. She also joined a secondhand exchange group in her neighborhood to swap items with others.

"Living mindfully helped me reconnect with people and see the world differently," she said.

As Hu learned more about sustainability, she discovered that many of her favorite conscious brands carry the "Certified B Corporation" label. This introduced her to the concept of B Corps — businesses certified for positive social impact.

In early 2024, Hu joined B Corps China, hoping to inspire more businesses to adopt responsible practices.

"Every day, I follow what I believe in, and working with like-minded people brings me happiness," she said.

Deng Qixuan, 24, has also turned her passion for sustainable living into a career. In May, she joined the Lefen Environmental Protection and Public Welfare Promotion Center in Shanghai. Their key project, Pickup China, tackles outdoor littering.