Looking ahead, these factors are likely to shape Gen Z’s sustainability engagement: 

  • Increasing Economic Agency: 

As Gen Z advance in their careers and buying power, they are more likely to be able to afford brands their align with their stated values. Brands that have established authentic sustainability credentials early will be well-positioned to benefit from this shift. 

  • Regulatory Evolution:

The implementation of the EU Green Claims Directive and similar regulations will increase scrutiny of sustainability claims, making it all the more important for brands to act with transparency and honesty and avoid greenwash. Gen Z’s expectation for government pressure on business may accelerate changes in regulation.  

  • Technology-Enabled Verification:

 Advances in technology are likely to enable even greater transparency and verification of sustainability claims, potentially through blockchain, QR codes, or other digital authentication methods. In the future, if Gen Z want to find out the truth of a claim or a brand’s sustainability credentials, they can do with greater ease. 

  • Shifting Household Dynamics:

 As more Gen Z have families of their own, their direct influence on major purchasing decisions will increase. However, the intergenerational influence patterns identified in the research are likely to persist through family relationships that have already extended into adulthood 

 

  • Evolving Category Perceptions: 

Industries currently “Below the Radar” will likely face increasing scrutiny as sustainability awareness continues to broaden and deepen, while categories where “Guilty Inaction” dominates may see innovation addressing the barriers to sustainable choices. 

 

 

Future success for brands requires authentic commitment all round 

The brands that will succeed with Gen Z looking ahead are those that demonstrate authentic commitment to both social and environmental sustainability, make sustainable choices the norm rather than the exception, create positive sustainability narratives, and maintain transparency about targets, achievements and ongoing challenges.  

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