In a recent study by First Insight, 75% of Generation Z said they value sustainability over brand names when making purchasing decisions (up from 73% in 2020), compared to 71% of Millennials and 65% of Baby Boomers. That same report found that 76% of Generation Z expect retailers and brands to become more sustainable.
Environmental issues are becoming increasingly hard for any organization to ignore. Pressure to act sustainably is coming not only from governments and international organizations but also from my generation – Generation Z.
I want to offer my perspective on why Generation Z especially cares about companies acting sustainably, the implications of this, and what organizations can do to gain the trust of Generation Zers like me.
First, let’s look at the statistics. In a recent study by First Insight, 75% of Generation Z said they value sustainability over brand names when making purchasing decisions (up from 73% in 2020), compared to 71% of Millennials and 65% of Baby Boomers. That same report found that 76% of Generation Z expect retailers and brands to become more sustainable.
Many of my peers are making conscious efforts to avoid companies with poor sustainability credentials and instead buy more second-hand items.
Generation Z also has a broader definition of sustainability than other generations that goes beyond products made from recycled/sustainable materials to include issues such as sustainable manufacturing. This translates to demands for sustainable practices across all areas of retail operations.
at Action Sustainability.
