When sustainability meets new generations, Generation is born. Generation is an innovative value-driven startup from Italy, working in the Green Finance sector aiming to promote a sustainable lifestyle starting with the buying choices people make. Generation works every day to make sustainability: **Trustworthy** Generation overcomes the buzzword and redefines sustainability as having good business practices that are ethical and responsible both for the environment and society, carefully choosing the partners. **Simple** All the Generationally sustainable brands and companies are gathered in one handy app. **Affordable** Generation breaks down the economic barrier of sustainability: the sustainable purchase becomes convenient for the planet, for society and for your wallet, all at the same time.