top of page

Insight of the Day: Gen Zers and Millennials Are Making Climate-Conscious Buying Decisions

Gen Z and Millennials Drive Climate-Conscious Consumerism

Key Takeaways:

  • Willingness to Pay More: A significant majority of Gen Z (64%) and Millennials (63%) are prepared to pay a premium for environmentally sustainable products and services.

  • Impact on Brand Loyalty: Roughly a quarter of each generation has severed or reduced ties with brands due to unsustainable practices.

  • Key Actions Taken: Many Gen Zers and Millennials are actively reducing their environmental impact by avoiding fast fashion, cutting down on air travel, adopting vegetarian/vegan diets, and researching companies' environmental policies.

  • Future Intent: A significant proportion of both generations plan to purchase electric vehicles and continue their sustainable consumption habits.


Gen Z and Millennials are leading a global shift towards climate-conscious consumerism, prioritizing sustainability and holding brands accountable for their environmental impact.


  • Businesses need to prioritize sustainability in their operations and supply chains to meet the growing demand for eco-friendly products and services.

  • Brands must be transparent about their sustainability efforts to build trust and avoid accusations of greenwashing.

  • The younger generations' influence on purchasing decisions extends beyond their own age group, impacting the choices of older consumers as well.

Implications for Brands:

  • Sustainable Product Development: Invest in developing and marketing environmentally friendly products and services.

  • Transparent Communication: Clearly communicate sustainability efforts and certifications to build trust with consumers.

  • Supply Chain Responsibility: Ensure sustainability throughout the supply chain, from sourcing materials to manufacturing and distribution.

  • Marketing and Communication: Target Gen Z and Millennials with authentic and engaging messaging about sustainability initiatives.

  • Collaboration: Partner with environmental organizations and influencers to amplify sustainability efforts and reach a wider audience.

By embracing sustainability and catering to the growing demand for eco-conscious products and services, brands can attract and retain a loyal customer base among these influential generations.


bottom of page