Generation Z (born between 1997 and 2012) – aren’t they just spending their time gaming and dancing on TikTok?

This may be the case for some, but Gen Z really shouldn’t be underestimated.

Especially when it comes to sustainability - even though their relationship with it is quite complicated.

Multiple studies of Gen Z show that many still buy their clothes from fast fashion brands.

Gen Z see themselves as conscious consumers, but they also want to stay trendy and save money – so they keep buying.

But as you probably know, the trend-mindset is not very sustainable – with clothes going in and out of style, it’s actually the very opposite.

Still, they say that they care about the environmental impact of their purchases.

In fact, according to other research, they are more likely to buy from brands that are inclusive, diverse, and have established clear values than brands that do not.

And they want brands to be honest and accountable for their mistakes.

They’re even willing to pay 10% more for “sustainable” products.

If they have such a contradictory relationship with sustainability, why should you listen to their call for it?

We give you three reasons why you should listen to Gen Z’s cry for sustainability:

Setting trends

Many of the new trends surfacing these days are made popular by Gen Z on TikTok.

They decide what’s hot and what’s not.

Overtaking older generations

Gen Z account for about 40% of the global consumer market, on their way to overtake Millennials (the generation born between 1981-1996).

Having grown up in the information age, they have a clear advantage when it comes to technology.

Furthermore, they have a spending power of about $360 billion in the US – and it is estimated that their earnings will reach $2 trillion by 2030

Value-based shoppers

Compared to other generations, Gen Z are not very loyal when it comes to brands.

Instead, they shop based on their values and the price.

And, as we told you earlier, they value sustainability.

So, despite their confusing relationship with sustainability, when they call for it, it’s wise to answer.

If not for this generation, then for the next – generation Alpha – which most likely will be even more concerned with sustainability.