Gen Z places significant importance on sustainability, viewing it as a reflection of authenticity and social responsibility. However, their purchasing behaviors often reveal a gap between what they say and what they do.
Below is a detailed overview of how Gen Z views sustainability.
Core Gen Z Sustainability Values
- Heightened Environmental Awareness
- Gen Z has grown up deeply informed about climate change and environmental crises. Approximately 77% of Gen Zers state they avoid purchasing from brands with poor environmental standards.
- Sustainability is a core aspect of brand authenticity for this generation, with many looking for certifications and labels that demonstrate eco-consciousness.
- Demand for Ethical Practices
- Gen Z expects brands to lead the way in addressing climate change, using sustainable materials, and ensuring ethical sourcing and labor. Over 50% prefer brands that align with these values.
- Their preference for sustainable products is tied closely to a broader desire for social justice and corporate transparency.
- Willingness to Pay More
- While budget-conscious, many Gen Zers are willing to pay up to 10% more for products from brands committed to sustainable business practices.
Gen Z’s Behavioral Contradictions
- The “Say-Do” Gap
- Gen Z often fails to align their values with their actions, as seen in their high consumption of fast fashion and frequent tech upgrades, contributing to waste and environmental harm.
- The affordability and convenience of these products often outweigh their eco-conscious values during purchasing decisions.
- Convenience Over Commitment
- Social media plays a role in Gen Z buying habits, with platforms like TikTok and Instagram driving impulsive, trend-focused purchases. Many of these purchases prioritize convenience over sustainability.
Sustainability as a Community Priority
- Intersection of Environmentalism and Social Justice
- For Gen Z, sustainability is tied to social justice. They strongly support initiatives that address climate justice and advocate for vulnerable communities impacted by environmental challenges.
- Many actively participate in eco-advocacy movements, such as climate protests, and support brands that engage with these causes.
- Consumer Activism
- Gen Z isn’t shy holding brands accountable for greenwashing by being vocal on social platforms. They use peer reviews and influencer endorsements to validate environmental claims before making purchases.
Strategic Takeaways for Brands
Gen Z cares deeply about authenticity and expects brands to also reflect their core values: sustainability, inclusivity, and social responsibility. They will not hesitate to call out companies, demanding real action supported by evidence—not just empty slogans.
To build a meaningful connection, brands need to show genuine dedication to these values through honest communication, practical solutions, and inclusive initiatives.
- Build Trust Through Transparency: Clearly share your sustainability efforts using verified data, certifications, and compelling storytelling. Authenticity in communication fosters trust with Gen Z.
- Make Sustainability Affordable: Provide budget-friendly, eco-conscious products to make sustainable choices more accessible for a generation that prioritizes the planet but remains cost-conscious.
- Engage with Interactive Experiences: Create campaigns that bring your environmental efforts to life. Interactive content, user-driven campaigns, or pop-up experiences will leave a lasting impression on Gen Z.
- Prioritize Community and Conversation: Develop platforms that uplift diverse, authentic voices while encouraging conversations about sustainability. By engaging with Gen Z on their terms, brands can create stronger, more enduring relationships.
Wrap Up
Gen Z views sustainability as a critical component of authenticity and social responsibility. They demand transparency and action from brands while showing a willingness to pay for sustainable practices. However, their behavior often highlights the tension between affordability, convenience, and values. What’s interesting is that Gen Z in 2020 was a very different group of people.
By providing affordable, transparent, and eco-conscious solutions, brands that successfully navigate this dynamic can build lasting loyalty with this influential generation.