Brands Must Embrace Sustainability to Attract Gen Z Consumers

New research by the retail magazine The Grocer suggests that young people, also known as Generation Z, prioritise sustainability when making purchase decisions.

Almost three in 10 young people aged 16 to 21 do not feel positive about the future of the environment, with over half saying they have reduced the amount of single-use plastic they use in the past year.

Just under 40% say products that use recycled or sustainable materials are important in their day-to-day purchasing decisions.

Recyclability is seen as a key issue – but over a third of respondents felt they were lacking sufficient information on whether the packaging of products they purchased could be recycled.

And two-thirds said that brands making public promises to be more sustainable are “more trustworthy”.

The full report is available on The Grocer’s website.