Not That Green After All: Challenging the Notion of Gen Z as a Sustainable Generation
Published: December, 2024
Generation Z is often celebrated for its advocacy of social and environmental causes, yet our research reveals a captivating paradox. Sustainable consumption does not rank highly among the issues that matter to Gen Z, and even those who express a commitment to sustainability often overlook their values when making actual purchases. From fashion to personal care, research shows that personal priorities frequently take precedence over eco-friendly considerations among Gen Z.
Putting Self Over Sustainability
When it comes to what truly matters to Gen Z, personal causes rank higher than sustainability. Issues like achieving a good work-life balance, prioritising mental health, and being physically active hold significant weight. Recent research suggests that sustainable consumption ranks ninth on a list of causes important to Gen Z, with only 32% prioritising sustainability in their consumption choices.
Below is a list of causes that matter to Gen Z, with the percentages representing the proportion of Gen Z who selected each cause as important to them:
Having a good work-life balance: 61%
Taking care of mental health: 56%
Being physically active/doing sports: 53%
Eating healthy: 50%
Animal well-being: 48%
Doing work that matters: 40%
Supporting gender equality: 38%
Being inclusive (regarding ethnicity, religion, disabilities, etc.): 35%
Sustainable consumption (e.g., being environmentally responsible, recycling): 32%
Being up to date about the latest political discussions: 21%
Paradoxically, while almost one-third of Gen Z considers sustainability important, only 17% actively seek out sustainable products when shopping. Nearly half (48%) say they take sustainability into account, but factors like price, brand loyalty, and convenience often come first. Interestingly, 24% admit they view sustainability as important in theory, but it doesn't always influence their buying behaviour. Meanwhile, 11% don’t consider sustainability in their purchasing decisions at all.
48% of Gen Z say they take sustainability into account, but factors like price, brand loyalty, and convenience often come first.
This trend is also reflected in Gen Z’s brand boycotting behaviours. While 34% of Gen Z have boycotted a brand at some point, their motivations reveal a surprising hierarchy: environmental concerns (18%) rank lower than animal cruelty (36%), political affiliations (31%), unethical business practices (30%), and poor product quality (21%).
Unpacking the Gen Z Shopping Paradox
Exploring how the Gen Z shopping paradox plays out in practice uncovers a striking disconnect between Gen Z’s values and their purchasing habits, particularly in the fashion and personal care categories.
Within the fashion scene, fast fashion has become the dominant trend among Gen Z. Research shows that SHEIN tops the list as the most purchased Gen Z clothing brand, with 34% making recent purchases. H&M and ZARA follow closely behind, with 33% and 32% of Gen Z consumers, respectively, buying from these brands.
What's even more revealing is that 32% of self-identified eco-friendly Gen Z shoppers have purchased from SHEIN—despite the brand being widely criticised for its harmful environmental impacts. This figure is nearly identical to the 34% of all surveyed Gen Z consumers who buy from SHEIN, indicating that the brand successfully appeals to both environmentally conscious and less conscientious young shoppers.
Opeepl Youth Pulse Study
The paradox isn’t limited to the fashion category—a similar trend can be seen in personal care. Consider the case of Sephora. The cosmetics giant has invested heavily in sustainability initiatives, such as eco-friendly packaging. However, research shows no significant difference in purchasing behaviour between Gen Z consumers who consider themselves environmentally responsible (25% buying the brand’s products) and the general Gen Z population (27%) when it comes to purchasing Sephora products.
So, what drives this contradiction in Gen Z's shopping habits? The answer lies in the personal drivers that significantly influence their purchasing decisions across various categories. For example, in the realm of fashion, personal drivers account for an impressive 84% of Gen Z’s decision-making process. These drivers include a sense of belonging, brand loyalty, appreciation for personalised products, and a desire for brands that enhance their personal image.
Personal drivers account for an impressive 84% of Gen Z’s decision-making process.
In contrast, social drivers—like environmental responsibility, charitable support, and promoting diversity and inclusion—play a much smaller role, having a 16% share in explaining Gen Z's fashion purchases.
The influence of personal factors is even more pronounced in the personal care category, where they explain a staggering 90% of purchasing behaviour. The findings suggest that while Gen Z is aware of environmental issues, their focus on self-expression, individuality, and personal image often outweighs their commitment to sustainability in their shopping decisions.
Cost Comes Before Conscience
Besides personal preferences, cost frequently takes precedence over sustainability among Gen Z. Research indicates that 56% of consumers aged 15 to 27 identify the higher price of sustainable products as the primary barrier to eco-friendly consumption.
Even when Gen Z opts for eco-friendly choices—such as purchasing second-hand items or reducing meat consumption—their motivations often stem more from cost savings than from environmental concerns:
“I use second-hand apps and sites a lot as I’ve become more aware of sustainability. It’s a lot cheaper to buy second-hand clothes, so that’s an important factor as well.” Emily, 18
“In general, I tend to go for the cheapest option. I try to buy sustainable food, but it can be really expensive. I don’t buy a lot of meat, mostly because it costs too much.” Thomas, 21
When examining Gen Z’s brand boycotts, price emerges as a key reason why they avoid boycotting certain brands, with 41% citing affordability as a crucial consideration in their decision-making process.
These insights highlight a compelling reality: for many in this generation, economic factors often supersede their dedication to sustainable practices.
Navigating the Gen Z’s Sustainability Dilemma
Generation Z’s purchasing habits reveal a fascinating tension between their personal values and commitment to sustainability. As we continue to study this demographic, it’s crucial to unpack these complexities. Gen Z’s seemingly contradictory behaviour highlights that while they advocate for sustainability, personal preferences, financial realities, and immediate needs often shape their shopping decisions.
This nuanced understanding of Gen Z’s consumer behaviour can guide brands aiming to connect with this influential generation, encouraging a re-evaluation of how they communicate sustainability efforts and align with the personal values of these young shoppers.
Read more about Gen Z and sustainable consumption in our Youth Pulse, Wave 3, report.
Discover more trends among 15-27 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and five major categories: Food, Beverages, Alcohol, Fashion, and Personal Care.