From how they shop to how they work to how they play, Generation Z is showing the way forward if we’re to build a sustainable economy. Here’s how they do it.
Every generation changes the game.
Generation Z, however, is the first to grow up in a fully digital world – and the first to grow up in a world where sustainability has become central to how we live our lives.
Together, these two factors represent some pretty radical re-conceptions of everything from broad economic models to how we shop online; not for nothing did the Bank of America call Gen Z ‘the most disruptive generation ever’.
So, as the older members of the generation born after roughly 1995 start coming of age, it’s worth asking ourselves what this disruption will actually look like. And it’s not just about wanting to work for companies that reflect their values or preferring work remotely; everyday shopping decisions that Gen Z is making may seem small, but they’re having a big impact.
As global connectivity soars, they’re the ones setting the pace for their older counterparts; let’s break down how Gen Z’s daily routine is changing the world.
Sustainability is central ♻️
First up, it may sound like a no-brainer that sustainability is a big concern for Gen Z. They’re going to be around on the planet for longer, so it makes sense that they feel like they have a greater stake in preserving it.
And it’s not like they’re unique in having a growing sense of how important sustainability is going to be for our future; Google searches related to sustainability soared 71% in the five years to 2021.
But it’s backing up words with actions that really sets Gen Z apart.
They say that climate change followed by pollution are the most pressing issues of our time, and a whopping 71% have said they find their future ‘worrisome or frightening’. However, they’re not prepared to just sit back and wait for older generations to fix these problems on their behalf. They’ve recognised that the time for action is now, and they are already making the kind of everyday changes that should help us manage the climate emergency.
A huge 90% of Gen reports that they have made changes to their daily lives based on sustainability concerns. When they choose a product, 70% say they are influenced by commitments to fair wages and safety, 60% want to know a brand’s commitment to diversity and inclusion, 60% are also driven by a brand’s record in reducing its carbon footprint and 45% are influenced by whether or not the company uses eco-friendly materials.
In other words, they are making their decisions based on a lot more than if they like the look of a product and/or if the price is right.
So what do these more responsible shopping practices look like day-to-day?
Making lasting changes 🧠
Sustainability truly starts in the home – so Gen Z is committing to greening their daily routines as they try and live up to their values.
They’re prepared to pay a sustainability premium, too; 54% will pay 10% extra for a sustainable product, compared to 50% of millennials and only 23% of baby boomers.
But it’s in their choices of what they consume every day that really sets Gen Z apart:
61% have limited their use of single-use plastics
49% have bought more seasonal produce
45% have bought more locally produced goods
39% have reduced their air travel
39% have reduced their overall levels of consumption with sustainability in mind.
These are all everyday changes that anyone can make, and when extrapolated out across a whole generation will have enormous and lasting impact.
(We should point out as well that when analysing survey data, anything done by more than, say, a third of respondents is considered huge.)
And if all of the above are sounding a little too much like sacrifices – forgoing something for the greater good can get a little old – Gen Z is also becoming increasingly adept at making small swaps or substitutions in their lives that add up to a big sustainability impact.
From meat alternatives that won’t cost the earth (in both ways) to swapping to more functional (read: sustainable) fashion brands to the boom in thrift shopping, Gen Z is also proving that it’s possible to save the world and still have fun – or at least not give up too many things.
However, it’s just in making these swaps that Gen Z is earning its sustainability stripes.
We mentioned above how only 23% of baby boomers will pay extra for a sustainable product – and this opens up another route in how Gen X is already having an impact.
Influencing upward 📈
Gen Z is often labelled the ‘TikTok generation’, and it makes sense that their growing up in an ever more connected world has rubbed off on how they make their concerns known – and influence the choices of other generations.
Greta Thunberg is probably the most visible Gen Zer making her voice heard around the world, but given their facility with social networking and other forms of communication, Gen Z as a whole is having a real impact.
If we compare survey data between 2021 and 2019, 5% more millennials, 13% more Gen Xers and 6% more baby boomers said they now preferred to buy from sustainable brands.
The causes of this are complex, but a key factor is doubtless the direct and indirect impacts of the Gen Zers in these consumers’ lives both talking about and demonstrating the way forward to more sustainable consumption for all. Gen Z clearly recognises that politics and activism both start at home – and they aren’t afraid to call out the people in their lives when they could be doing better. Whether its contacting local politicians or sending an uncle an article on sustainable fishing, every little helps.
So, what conclusion can we draw?
Overall, when it comes to sustainable shopping, living, consuming and communicating – the kids are alright.