Among the highest barriers to making more sustainable choices, the general population lists price as the top issue, followed by a lack of available products and services. For Gen Z however, they are surprisingly less likely to cite expense as a barrier to living more sustainably. 23% and 18% respectively say that “too many of the products I care about don’t align with the sustainable choices I want to make” and “It’s too inconvenient.” The younger generation also displays a higher sense of doomism and disenfranchisement than older generations. The percentage of Gen Zs saying “I don’t think my actions would make any difference” and “I feel like it’s too late to make a difference” are higher than all other generations.
This study includes five sustainability segmentations based on beliefs, values, attitudes, actions and concerns, which can be broadly explained across two main dimensions: level of concern for the environment and the amount of action/intended action there is by individuals to reduce their own impact on the planet.
Five Environmental Sustainability Segments Include:
About half of Gen Z falls into the categories of “busy bystanders” and “disengaged denialists.”
We tend to think of Gen Z’s as activists, but they’re actually a much more complex group. Even though a large percentage fall into segmentations that rank sustainability as a lower priority, the majority of Gen Z feels pressure to behave in sustainable or ethical ways – more so than older generations – and they show willingness to take sustainable action with their purchasing power.
They also want to know what companies are doing, with 86% saying that it’s important for companies to share their sustainability efforts with consumers – more than any other generational group. Only 8% of Gen Z says they’re not interested in getting more information about the sustainability of the products they buy. This shows a willingness to learn, to shop strategically, and even if they feel the weight of the world on their shoulders, they understand the impact of more sustainable purchasing choices of goods and services. In this way, brands continue to have a vital role in supplying those options in a way that is accessible and helps people live more sustainably without making sacrifices.
Unlock More Insights on Gen Z’s actions and attitudes on sustainability by downloading the SB Socio-Cultural Trends Research™ 2023 Pulse Highlights above.
The SB Socio-Cultural Trends Research™, conducted in partnership with Ipsos, focuses on the changing drivers and behaviors of mainstream consumers at the intersection of brands and sustainable living. Consumer behaviors are analyzed through the framework of the SB Nine Sustainable Behaviors™ and the evolving intention-action gap.
In early 2024, SB will conduct the annual study to measure consumer perceptions of brand sustainability by specific brand. Insights will include consumer perceptions on whether brands take action for the environment and for society, whether brands help consumers take action, and data on sustainability intentions and actions segmented by consumers of each brand.
Submit your brands by January 15, 2024 to be included in this unparalleled sustainability-centric consumer research. Space is limited and will be filled on a first-come, first-served basis.