The following insights are based on a Sustainability Segmentation Report by Explorer’s parent company, Savanta.
Gen Z’s Stance on Sustainability and Why Brands Should Pay Attention
Raised in the era of climate change, will Gen Z—represented by the 18-24s —lead a sustainability revolution and drive progress toward Net Zero by 2050? Or will their focus on sustainability be overshadowed by growing life challenges in these uncertain times?
Like most, 18- to 24-year-olds view the cost-of-living crisis as today’s biggest challenge (32%). With the near future clouded by uncertainty—following an unprecedented pandemic—it’s no surprise that their next major concern is mental health (22%), followed by climate change (19%).
Beyond these, Gen Z stands out from other generations in prioritizing human rights (18%) and racial inequality (17%) as major threats. Their concerns reflect a strong commitment to both social and environmental justice.
Despite these challenges, 18- to 24-year-olds are the least likely to believe that “society is going in the wrong direction” and are significantly more optimistic than older generations. Time is still on their side to drive change, and Gen Z is ready to challenge those who obstruct progress. They prioritize action over politeness—being the least likely generation to agree that decisions made by the wider community should always be respected if they disagree with them.
Is Gen Z Taking Action?
Gen Z is highly aware of the challenges ahead. They are the most engaged age group when it comes to learning about sustainability, frequently watching documentaries, reading books, and listening to podcasts on the topic.
Politically, they are among the most active in advocating for sustainability and pushing it higher on the agenda. Notably, 18- to 24-year-olds are the most likely to boycott brands or products (22%), sending a strong message to companies with unsustainable practices.
Their commitment extends to daily choices as well. They are the most likely to follow a vegetarian diet and prioritize organic, free-range, or sustainably sourced food. When it comes to travel, they also lead in opting for public transport over less sustainable alternatives.
Gen Z are also most likely to have:
- Attended a protest or march
- Volunteered for an organization supporting sustainability
- Donated to a charity supporting sustainability
- Signed a petition or supported a petition
However, in other areas, there is still room for growth. In 2022, amid an unprecedented energy crisis, Gen Z lags other generations in using resources sustainably.
They’re the most likely generation to:
- Have the heating on most days
- Use a high temperature to wash laundry
- Not think about conserving water
- Be confused about how to correctly recycle packaging
- Leave electronic devices on standby
- Wash clothes whenever they need them rather than waiting for a full load
As they take on greater household responsibilities and decision-making power—many of these habits are likely to improve. It’s worth noting that more than half (55%) of Gen Z are not yet in charge of their home’s energy and utilities.
Helping consumers make more sustainable choices requires not just education but also the right support and opportunities. This is especially true for sustainability “win-wins”—simple actions that also help young people save money. Whether or not the government steps in, brands have a clear opportunity to take the lead in driving this change.
Gen Z and Ethical Brands
A quarter of Gen Z say they want to live more sustainably but aren’t sure how—and even those who feel confident may not yet be doing all they can. Additionally, 24% report having few friends or family members who actively discuss sustainability.
One way to close this knowledge gap is for brands to make sustainable products and services more accessible. By leading by example, companies can set the standard and provide a clear blueprint for a more sustainable lifestyle.
However, Gen Z won’t accept superficial efforts. They can quickly spot—and reject—tick-box sustainability initiatives that feel like empty PR moves. According to Savanta’s Youth Report: Gen Z and Ethical Brands, 85% of young people want to collaborate with brands to develop better ethical solutions. Giving them a platform to share their ideas and experiences adds authenticity to sustainability initiatives.
While Gen Z is often described as willing to pay more for sustainable products, value for money remains their top priority—just as it is for other generations.
Key Takeaways
- Brands must ensure their sustainability initiatives are authentic and well-intentioned—anything perceived as ‘greenwashing’ risks being dismissed by Gen Z and could backfire.
- While some are open to paying a premium, affordability remains key; lasting progress depends on making sustainable options more accessible.
- Brands should collaborate with young people on sustainability—working alongside them rather than imposing solutions.
Get in touch with us today to discover how understanding youth attitudes toward sustainability can benefit your brand.
