Marketeers understand the importance of Gen Z (born 1997-2013) as the consumers of tomorrow, so in our recent ‘Gen Z- Connected Lives’ study, we set out to get to know this generation a little better, and in particular their relationship to sustainability. Do Gen Z really care? Are they cynical about greenwash? What should brands and businesses do- and not do?
We ran a series of self-administered participant videos and in-person focus groups with young Gen Z men and women, living and working in and around Manchester, investigating how they use and interpret the term ‘sustainability’ and how this impacts their consumption choices.
To place our learning in the context of broader societal patterns, we are partnering with the Centre for Understanding Sustainable Prosperity (CUSP) at the University of Surrey, drawing on the wider academic literature, as well as their own work in this space.
We will share some of our research findings through a blog series exploring the following topics:
Sustainability’ according to Gen Z
Why social sustainability resonates with Gen Z
Gen Z: Brands, boycotts and cancel culture
Unexpected Alliances: Gen Z’s love affair with health and wellness
Sustainability: gender matters even more with Gen Z
Connected Generations: The reverberation effect
Looking forward: future Gen Z engagement with sustainability
We kick off by asking: What do Gen Z actually mean when they hear or use the word ‘sustainability’? It turns out the answer is not straightforward.
