Sustainable Consumption of Generation Z

 

Gen Z is considered the most individualistic and environmentally conscious generation. With a population base of over 2 billion, they represent the main force of the mobile internet and consumer markets. Gen Z's awareness and sensitivity to sustainable consumption are greater than other age groups, with 75% of respondents in a First Insight survey stating that they prefer to buy from sustainable brands.

 

However, during times of inflationary pressures, CouponBirds conducted a survey of 5,600 Gen Z consumers in the US aged 16 to 22 to see if their outlook had changed.

 

According to the results, 90% of Gen Z respondents feel more favorably towards brands labeled as "sustainable," while 54% believe that sustainable brands should ensure that their products are durable and support secondary recycling. While pragmatic in an inflationary environment, they still believe in changing the concept of consumption, advocating for nature, pursuing health, paying attention to environmental protection, and saving resources and energy.

 

For this generation, it is imperative that brands be sustainable while also doing a good job with the product itself. Gen Z recognizes that if the product quality is poor, it will hinder the brand's practicality and cause another form of waste.

 

 

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 Diana Howard