Gen Z, born between 1997 and 2012, has gained a reputation for being the most eco-conscious generation to date. Growing up in an era marked by climate change awareness, social media activism, and increasing environmental crises, this generation has taken sustainability to heart. Their eco-friendly habits, consumer choices, and activism demonstrate a commitment to protecting the planet.
A generation shaped by climate awareness
Unlike previous generations, Gen Z has been exposed to the realities of climate change from an early age. Thanks to widespread media coverage, documentaries such as Our Planet, and Seaspiracy, in addition to activists like Greta Thunberg, they have a heightened sense of urgency about environmental issues. According to a study by Pew Research, a significant proportion of Gen Z believe that climate change is a major crisis requiring immediate action.
This awareness has led to a more conscious approach to everyday living, with young people adopting sustainable habits from an early age. Schools and universities have incorporated climate education into their curricula, fostering a sense of social responsibility early on.
Sustainable Consumer Habits
One of the most visible ways Gen Z expresses its eco-conscious values is through consumption. They prioritise brands that align with sustainability and ethical practices. A survey by First Insight found that 73% of Gen Z consumers are willing to pay more for sustainable products, compared to 68% of Millennials and 55% of Gen X. Fast fashion, once a dominant force in retail, is being rejected in favour of sustainable alternatives like second-hand shopping, clothing swaps, and ethical brands such as Patagonia, Veja, and Reformation. Platforms like Depop and ThredUp have surged in popularity, providing young consumers with eco-friendly fashion choices.
In addition to fashion, Gen Z is also influencing the beauty and skincare industry. The demand for cruelty-free, vegan, and refillable products has led to the rise of brands such as Lush and The Ordinary.
Digital activism and advocacy
Social media has played a crucial role in shaping Gen Z’s environmental consciousness. Platforms such as TikTok, Instagram, and Twitter have become hubs for spreading awareness on topics like plastic pollution, deforestation, and overconsumption. Hashtags like #ClimateAction and #SustainableLiving trend frequently, empowering young people
to share tips and hold corporations accountable. Viral movements such as Fridays for Future have mobilised millions of young people to demand change from policymakers.
Beyond raising awareness, digital activism has facilitated crowdfunding efforts for environmental causes. Young people are increasingly using social media to support tree-planting initiatives, ocean clean-up projects, and sustainable start-ups. This creates a powerful global network of eco-conscious individuals.
Eco-friendly lifestyles
Beyond activism, Gen Z incorporates sustainability into their daily lives. Many have adopted plant-based diets, with reports showing a rising number of young people embracing vegetarianism and veganism due to environmental concerns. A study by The Vegan Society highlights that veganism has quadrupled in the UK since 2014, driven largely by younger generations.
Additionally, Gen Z is embracing alternative modes of transport to reduce their carbon footprint. The popularity of cycling, public transport, and electric scooters has surged amongst younger people, who are increasingly opting out of car ownership in favour of greener alternatives. Ride-sharing and carpooling apps such as BlaBlaCar and Zipcar are also gaining traction amongst eco-conscious youth.
The push for sustainable housing is another growing trend. More young people are seeking out energy-efficient homes, solar-powered solutions, and zero-waste living.
Pushing for Corporate Responsibility
Gen Z is not just altering their own behaviours; they are demanding systemic change. Many young people are boycotting brands with poor environmental records and advocating for companies to adopt sustainable practices. Businesses have responded by incorporating more eco-friendly initiatives, such as carbon-neutral pledges and plastic-free packaging, to stay relevant in an evolving market.
For example, IKEA has introduced a range of initiatives such as sustainably sourcing materials and using renewable energy to meet their goal of becoming climate-positive by 2030.
Education and green careers
Another notable trend among Gen Z is their increasing pursuit of education and careers related to sustainability. Universities worldwide are seeing a rise in students enrolling in environmental science, renewable energy, and sustainable business courses. Institutions like The University of Cambridge and The London School of Economics offer specialised sustainability programmes to equip students with the skills needed for green jobs.
Moreover, many young professionals are seeking employment with companies that prioritise Corporate Social Responsibility (CSR). Job platforms like Sustainability Careers and Green Jobs Online have emerged to connect job seekers with environmentally responsible employers.