As a new generation rises, their values are rewriting the rules of luxury—placing sustainability at the forefront. With Gen Z and Gen Alpha poised to become the industry’s next leaders and clients, yachting must evolve beyond indulgence and embrace responsibility. Educating and empowering young minds today will define the future of both the oceans and the superyacht sector.
We know firsthand that yachting has long been riddled with excuses when it comes to sustainability, but this narrative needs to change. While there are and continue to be innovations in design and greener technologies coming to the fore to future-proof and reshape the sector, the true transformation continues to lie in mindset and approach.
As younger generations take the helm, whether through family legacy, future owners, or the next workforce moving the industry forward, the responsibility to educate them better cannot be ignored. Yachting must be more than simply an alluring lifestyle full of privilege and luxury; it must instil a culture of responsibility. The future of both our oceans and the industry depends on whether we embrace such a shift or continue business as usual.
A Sustainability-First Generation
The next generation has already begun to distinguish themselves as the most environmentally conscious generation. Various studies show that Gen Z now prioritises environmental responsibility in decisions, choices, and lifestyle preferences, having entered a world grappling with environmental pressures. The 2024 Deloitte Global Gen Z and Millennial Survey outlines that 64% of Gen Z are willing to pay more for a sustainable product or service, and six in ten of Gen Z and Millennials say they have felt worried about climate change in the past month.
For yachting, this means a fundamental shift in engagement because, unlike the predecessors, Gen Z now views sustainability as a requirement rather than an optional add-on.
The next generation is, therefore, more likely to demand transparency, seek out solutions, and question long-standing traditions. This understanding of challenges and dedication to addressing them positions them perfectly to drive meaningful change. Labelled as the “the most disruptive generation ever” by Bank of America, their influence is only growing; with earnings projected to surpass previous generations, the next generation shows huge potential to continue to grow the industry, but it must be done responsibly.
Engaging Tomorrow's Industry
This next generation of yacht owners and industry leaders is integral to the industry’s future – they are driving it forward into its next and hopefully more responsible chapter. But without a mindset rooted in sustainability and responsibility, the industry and our oceans will continue to suffer.
While not solely addressing the sustainability factors, some forward-thinking players are at least moving things forward to engage the next generation. Companies like Damen Yachting are proactively engaging their next audience; last year, they launched the first junior issue of its Finest Moments magazine to help inspire the next cohort of yacht owners. This has also been addressed through Thirty C Yacht Design and their children’s book project, a ‘Superyacht ABCs’. Meanwhile, Oceanco has been taking children on guided tours of their shipyard, giving the younger generation an insight into yachting, nurturing inspiration, and opening up the youth of today’s eyes about all things yachting.
While a step in the right direction, further initiatives like these must come on the scene and work to highlight the importance of sustainability. Beginning to do this is Lurssen, who has recently taken a more proactive approach by fostering the next generation of innovators to make changes, focussing on nurturing the next workforce. The shipyard is investing in research and supporting engineers dedicated to reshaping the industry through sustainability. Their new six-month foundation scholarship program is a direct investment in the future of yachting.
New Audiences, New Messaging
These examples highlight that the industry should no longer target today’s yacht owners and industry professionals but tomorrow’s. Both Gen Alpha and Gen Z are the industry’s next clients, decision-makers, and workforce, and they will be shaping their future, so it is essential that sustainability is implemented into the narrative from the start. There has already been a noticeable shift in the sector’s marketing strategies, moving beyond traditional messaging and looking ahead, embedding sustainability into the core of its outreach. But the key question is: How can the industry ensure sustainability becomes a defining value for the next generation?
The answer lies in visibility, education and immersive experiences. By integrating factors such as eco-conscious yacht design, more sustainable operations, and responsible guest experiences, companies can show that sustainability is a fundamental principle of modern-day yachting, moving past the current surface-level greenwashing that is currently rife instead by showcasing actual initiatives, innovation, and support for marine conservation.
Social media platforms, particularly those popular with younger audiences, play a crucial role in the shift. Targeting these new audiences requires visually compelling content, whether highlighting hybrid propulsion systems, better design, or marine conservation projects and fundamentally making sustainability aspirational. Rather than simply selling luxury, brands must craft narratives to position responsible yachting as the new standard for the future.
Creating Ocean Advocates
So, how do we create these lifelong advocates for preserving our industry and, ultimately, the oceans? It begins with immersive learning experiences and compelling storytelling. Marine conservation activities, educational sessions, and partnerships with educational institutions are key tools to help shape young minds.
By making sustainability a hands-on and interactive concept, the industry can develop a generation that values responsibility as much as the lifestyle.
Beyond education, the goal must be to empower young people to take action. The yachting industry has a unique opportunity to encourage innovation and inspire solutions from the next generation. Programmes from builders like Lurssen and others on yacht design focused on sustainable technology, junior ambassador programs, and mentorship and scholarship initiatives all serve to nurture young talent.
A Collective Journey
As with everything, moving things forward isn’t an isolated effort but requires a collective commitment from the industry, leaders, educators, and forward-thinking owners. The superyacht industry has the power to set a precedent for future generations, ensuring sustainability isn’t a trend but a leading principle. Through education, empowerment, and engagement, we can inspire the next generation to embrace a legacy of responsible yachting.
Ultimately, the success of sustainable yachting depends on the choices made today. By nurturing environmental consciousness among younger clients, future yacht owners, and industry leaders, we can create this new standard.
The question is no longer whether sustainability should be a priority in yachting but how to best inspire the next generation to lead this change.
Author: Malcolm Moss | CEO & Founder of SEA Yacht Group
P.S. We’d love to hear your thoughts on how innovation and technology are shaping the future of the superyacht industry. Share your insights with us and be part of the discussion!
