- Generation Z cares more about sustainable buying decisions than brand names, a new survey shows.
- This first generation of “digital natives” is inspiring other age groups to act more sustainably.
- The main reasons for consumers not adopting a more eco-friendly lifestyle are a lack of interest because they think it’s too costly or insufficient information.
Generation Z shows the most concern for the planet’s well-being and influences others to make sustainability-first buying decisions, according to new research.
GenZ are people born between the nineties and the noughties – roughly spanning 1995 to 2010 – and three-quarters of them prefer to buy sustainably rather than to go for brand names. That’s according to respondents in a survey of US consumer attitudes on sustainable shopping by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania.
Labelled the first “digital natives” by McKinsey, but also known as the TikTok generation, most members of Gen Z are now in their mid-20s, are generally tech-savvy and are accustomed to making informed purchasing decisions.
As champions of sustainable consumer practices, Generation Z’s views also influence other age groups to change their buying behaviour.
at World Economic Forum
