Thankfully, sustainability is finally a hot topic. After years of activists and policymakers trying to warn the world, it appears we’ve woken up to the fact that we really do need to do something to save our planet. But when it comes to explaining this change in attitudes and behavior, it isn’t older, wiser generations that are to thank. Instead, there’s a group of 20-somethings at the heart of this sustainability revolution. In this article, we’ll uncover why Gen Z has become known as the sustainability generation and what they’re doing to drive more planet-friendly habits and behaviors.
Photo by Helena Lopes: https://www.pexels.com/photo/woman-looking-at-a-shopping-list-in-a-supermarket-27175517/
Who is Gen Z?
First of all, who are these young, ethically-minded consumers who are playing a large part in a more sustainable world? The age band for Generation Z isn’t universally agreed, but usually, we’re referring to people born between 1997 and 2012 which would make them between 12 and 27 years old. They followed millennials, born between 1981 and 1995, and are often the children of Gen X which covers everyone born between 1965 and 1980.
Why is Gen Z different from previous generations?
It isn’t just the issue of sustainability that Gen Z is prepared to speak out on. When looking at those who both fall into the Gen Z category and are old enough to make their own purchases, it’s well-known that they’re rebellious, individualistic, and unapologetically themselves. The impact of this can be seen in everything from fashion to technology.
Going against the norm isn’t an issue for Gen Z. And the consequences of this have meant that brands have to completely reevaluate how they interact with these younger consumers. They’re unforgiving when it comes to scandals, you can’t buy them with cheap prices, and you’ll certainly have to share their core values.
Why is Gen Z known as the sustainability generation?
The short answer to the above question is simply because Gen Z consumers now demand sustainable options rather than expecting them. The longer answer is a little more complex.
When it comes to creating a more sustainable planet, changemakers have promoted many trends and tactics to tackle the issue. Most of these have been small changes; think of things like recycling, using less water, turning off the lights, etc. But Gen Z is prepared to change their whole lifestyle, considering not only their daily routines but the brands they buy from, the clothes they wear, and the content they consume.
The main difference between Gen Z and the generations that came before is that sustainability is no longer an option, it’s the option. They’re prepared to make sacrifices to lead a more sustainable lifestyle whereas previous generations commonly tied sustainability efforts into their lives when it benefitted them. For example, an older homeowner may choose to have a tile roof for a conservatory because it will keep their home warm in the winter and cool in the summer; the reduction in energy consumption is a bonus rather than a priority in many cases.
For a typical Gen Z consumer, reducing energy consumption, the use of single-use plastics, and other eco-friendly habits aren’t a bonus. They’re often the deciding factor in whether or not a purchase is made. This is commonly seen in the fashion industry where sustainable brands can get away with charging higher prices due to their appeal to younger consumers.
According to the PDI Business of Sustainability Index, over 90% of Gen Z consumers say they want to buy from sustainable businesses. 77% of them are prepared to pay more too, a figure that is higher than all previous generations which cements their title as the sustainability generation.
How do brands target the sustainable generation?
For brands trying to tap into this market, it means shifting away from environment-shaped marketing gimmicks to genuine care for the issue of sustainability. For some consumers, this change may even have come too late. The emergence of brands with the environment at the heart of their operations are the ones who stand the best chance of tapping into this younger demographic.
Despite this, it does appear that the changing attitudes towards sustainability have forced brands to change their own attitudes. Studies suggest that 75% of business leaders believe their organizations have already increased their investments toward a sustainable future.
Final thoughts
We can’t tar everyone with the same brush. In fact, some older people will have dedicated their lives to the planet while others in their 20s don’t give a second thought to the issue of sustainability. But on the whole, younger people belonging to Gen Z tend to care much more about the planet than those who have come before them, and this is proved in their actions rather than their words.
Composed and Donated by:
Toby Patrick
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