Marketeers understand the importance of Gen Z (born 1997-2013) as the consumers of tomorrow, so in our most recent study we set out to get to know this generation a little better.  

Gen Z is a generation that cares – about the planet, about ethics, and about the impact of their choices – but not all product categories are equal in their eyes. A key consideration when seeking to connect with Gen Z is understanding their specific outlook & behaviour on sustainable issues in your category. 

So, when it comes to sustainability, how do Gen Z operate across different industries? Let’s break it down:  

The Four Gen Z Category Mindsets: Where Does Your Brand Fit? 

 

  

  1. Guilty Inaction: “I Know I Shouldn’t, But…”

Some industries are immediately acknowledged as problematic, but Gen Z can feel stuck due to convenience, price, or social pressures. Young people often feel guilty but make the choice to go ahead anyway because the benefits or circumstances make it too difficult to adopt alternatives. 

Examples: 

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  • Driving a petrol vehicle – financial & system barriers to buying electric 

What Brands Can Do: 

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  • Make sustainable choices feel aspirational and less of a negative trade-off 

 

  1. Active Agency: “It’s Easy to Do the Right Thing”

In some categories, social norms or the regulatory environment make sustainable actions the default for Gen Z. When something is convenient and widely accepted, they feel empowered to make the ‘right’ choice without much effort and the positive reinforcement by their peers drive increased engagement. 

🔹 Examples: 

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  • Avoiding plastic straws 

What Brands Can Do: 

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  • Celebrate action- even if easy, recognise and reward steps taken 

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  1. Below the Radar: “Never Really Thought About It”

Some industries don’t trigger yet ethical concerns for Gen Z.  But as social media, and vocal activists raise awareness, these sectors could quickly come under scrutiny. Brands that ignore this risk might find themselves at a competitive disadvantage … or at risk being ‘cancelled’ by Gen Z shoppers. 

🔹 Examples: 

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  • Protein powders and sports supplements 

 What Brands Can Do: 

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  • Innovate before regulation forces change. 

  

 

  1. Accidental Action: “I Was Saving Money or Being Healthy ”

Some sustainable action happens not because Gen Z are directly seeking to behave ethically but because they align with other priorities, like saving money or improving health. These behaviours are arguably the most impactful on mass social change as they offer a win-win for Gen Z consumers. 

🔹 Examples: 

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  • Reading electronic rather than printed media for convenience reasons
     

What Brands Can Do: 

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  • Design & position products and services that deliver a primary personal benefit, with secondary sustainable benefits which can also help endorse their choice. 

 

  

This way of thinking aligns with the sociological practice theory approach to sustainable behaviour: it’s not just a matter of individual choice, there needs to be a supportive infrastructure and system in place for people to fully engage in sustainable consumption.  

Key takeaways for brands 

Gen Z wants to support brands that align with their values, but their action varies across categories. The brands that win will be those that: 

  • Make sustainable choices effortless: integrate them into products & services with low effort needed from Gen Z. 
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  • Tap into ‘accidental’ change: frame sustainability as a smarter, cost-effective, healthier choice. 

By understanding where your brand and business fits in this framework, you can create a strategy that resonates with Gen Z—not just in theory but in action. 

Want to know more about our Gen Z – Connected Lives research series? Get in touch with us at info@brand-legacy.com