Generation Z are being priced out of shopping sustainably, as despite 92% of university-goers saying they care about the environment, 60% of the generation still value a good price over environmental impact.
As the cost of living crisis continues and budgets are squeezed, young shoppers are begrudgingly prioritising low-spend over sustainability, but that’s not to say young Brits aren’t sustainably inclined.
Voxburner, Student Beans’ youth insights agency, recently released its Gen Z or Generation Green report, which found three quarters admit they are more likely to buy from brands that are doing good in the world and making sustainable choices.
When making a purchase, four in five Gen Z’s also take into account a brand’s impact on the environment. But whilst these young consumers care about sustainability, personal finance is always front of mind for these thrifty spenders.
For Gen Z’s, a cheap price is more important than environmental impact, with a 60:40 split amongst the generation. This is why Gen Z want brands to make sustainability more financially accessible, and relieve the pressure on young people to ‘change the world’.
Bobby Walker, who is 23 years old, said: “Sometimes I feel quite helpless because I’m only an individual who’s trying to cut down their energy usage and drink oat milk, whilst massive corporations are burning through fuel and generally being completely unsustainable. I feel like the pressure is being put on our generation to change the world whilst the people in power are just sitting back.”
Two-thirds (68%) of young Brits think brands should price eco-friendly products the same or cheaper than non-sustainable ones, allowing them to make better choices at better prices.
Just over half (56%) also want eco-friendly products to be more clearly highlighted in-store and online, whilst half (49%) want brands to make the effort to produce eco-friendly products which are as cool and stylish as non-sustainable ones.
What Gen Z think brands should do to be more sustainable
- Make their products recyclable (80% think so)
- Use sustainable materials – (74% think so)
- Promote / educate on sustainability – (57% think so)
- Have a stricter returns policy – (46% think so)
- Work with planet-friendly influencers – (39% think so)
Illen Rowe, Social Impact Manager at Student Beans, said: “Marketers can build real brand equity among Gen Z by being up front about the impact of the products or services they’re offering. In a world awash with greenwash, this is how brands stand out- through radical transparency and being an authentic ally to Gen Z. Give activists a platform, listen to Gen Z, share your progress and be a leader not a follower.”
Methodology: Voxburner, Student Beans’ youth insights agency, surveyed 1019 respondents aged 16-24