Gen Z Consumers & Sustainability: 5 Key Trends Shaping 2024


Published: August, 2024


While Gen Z is often portrayed as highly environmentally conscious, recent research suggests a more complex picture. From varying priorities and gender differences to economic considerations, the true motivations behind Gen Z's sustainable choices might not align with popular perceptions.

In May 2024, Opeepl conducted a study called Gen Z Tracker, Wave 2. The survey included 2,500 participants aged 15-27 from France, Germany, Italy, Spain, and the UK. In this blog post, we’ll explore five key trends revealed by the research about how sustainability fits into the broader landscape of Gen Z values and purchasing behaviour.

1. Sustainability Takes a Backseat to Personal Causes

When it comes to Gen Z, sustainability isn't as high on the agenda as one might expect. In fact, it ranks ninth among causes that are important to this generation, with just 32% citing ‘sustainable consumption (e.g. being environmentally responsible, recycling)’ as a priority. Gen Z is more concerned with personal well-being: 49% value 'having a good work-life balance', and 47% focus on 'taking care of mental health'. 'Animal well-being' is the only social cause that makes it into the top five (47%), highlighting that Gen Z’s reputation for social consciousness may be more nuanced than assumed.

Only 32% of Gen Z say sustainable consumption is important to them.

When considering why Gen Z might boycott a brand, environmental concerns fall behind other issues like ‘animal cruelty’ (36%), ‘political affiliations’ (31%), ‘unethical business practices’ (30%), and ‘poor quality products’ (21%). It is evident that unsustainable business practices are not a primary dealbreaker for Gen Z.

“I find it both interesting and surprising that only 32% of Gen Z consider sustainability important. Despite this, the broader Gen Z movement indicates that sustainability plays a significant role in their values. Many Gen Z individuals are shifting towards second-hand purchases, which reflects their concern for sustainability. Identifying truly sustainable companies is challenging, which adds complexity to their purchasing decisions.“

Laura Bas
Gen Z Expert I Speaker & Columnist

2. Females Are More Committed to Sustainability

Gender plays a role in how much Gen Z cares about sustainability. Our research shows that, generally, females are more engaged with both social and personal causes, and sustainability is no exception. About 38% of Gen Z females care about being sustainable consumers, compared to 26% of males. When it comes to boycotting brands over environmental concerns, 19% of 15- to 27-year-old women would take action, compared to just 16% of young men.

These insights reveal that while sustainability is on the radar, it isn't the most critical issue for most Gen Z consumers—and even less so for young men.

See what our Lead Research Analyst, Frederik Ejsing-Thomsen, has to say about Gen Z & sustainability (Opeepl webinar, June 2024)

3. Price is the Biggest Barrier to Sustainable Consumption

The primary obstacle keeping Gen Z from embracing sustainable consumption? Cost. A whopping 56% cite the ‘higher cost of sustainable products’ as a major deterrent. Other hurdles include a ‘lack of information on how sustainable/unsustainable a product is’ (22%), ‘preference for a specific brand/product that is not sustainable’ (20%), ‘limited availability of sustainable options’ (20%), ‘convenience of unsustainable products’ (18%), and ‘peer influence’ (8%).

56% of Gen Z cite higher cost as the main barrier to sustainable consumption.

Interestingly, this sensitivity to price varies across EU5 countries. French Gen Z is the most affected by the ‘higher cost of sustainable products’, with 67% identifying it as a barrier, while only 45% of Italian Gen Z feels the same.

4. Sustainable Choices Aren’t Always About Sustainability

Even when Gen Z opts for eco-friendly consumption, like buying secondhand or reducing meat intake, the motivation isn't always environmental. Often, it’s about saving money.

Consider what these two Gen Zers have to say:

“I use second-hand apps and sites a lot. I just became more aware, I think. For clothes, it’s a lot cheaper if you have to buy something second-hand versus something new, so that’s a factor as well.” Emily, 18

“In general, I would say I go after the cheapest option. I try to buy as much sustainable food as possible but that’s expensive. I don’t buy a lot of meat but mostly because it’s expensive.” Thomas, 21

These examples from our research highlight that sustainability may be a secondary benefit rather than the primary motivation.

5. Few Actively Prioritise Sustainable Products

Our survey shows that less than one-fifth of Gen Z (18%) actively seek out sustainable products when making purchasing decisions. While nearly half (48%) consider sustainability, other factors like price, brand loyalty, and convenience often take precedence.

18% of Gen Z actively seek out sustainable products when shopping.

Another 23% think sustainability is important in theory, but admit it doesn’t always guide their buying habits, and 12% don’t consider sustainability at all when they shop.

Business Implications: Navigating the Gen Z Market

For brands targeting Gen Z, sustainability might not be the magic key to winning over this audience. Here’s how you can better connect:

  • Shift Your Focus: It is not imperative for sustainability to be the centrepiece of your marketing if you want to appeal to Gen Z. Instead, emphasise other product benefits such as well-being, convenience, or affordability.

  • Price is Key: With cost being a significant barrier, offering competitive pricing is essential. Consider expanding your product range to cater to different budgets, and implement promotional strategies that resonate with young consumers.

  • Be Transparent & Educate: If you do highlight sustainability, make sure your messaging stands out. Offer clear, transparent information about your sustainability practices and educate Gen Z on how to identify genuinely eco-friendly products.

In summary, while sustainability does matter to Gen Z, it’s not their top concern. Brands should consider this when crafting their marketing strategies, balancing sustainability with other priorities that resonate more deeply with this generation.

Read more about Gen Z and sustainable consumption in Opeepl Gen Z Tracker, Wave 2, report.

Discover more Gen Z Trends for 2024

Opeepl Gen Z Tracker provides the latest insights into Gen Z’s (15-27 y.o.) views on sustainability, brand boycotts, and dives into their popular media channels, trending brands & purchase drivers across different categories.