Gen Z: Spending More for Sustainable Products

Generation Z as a whole support brands that uphold ethical and sustainable business practices. They also prefer brands that promote inclusion, as this generation is the most diverse yet. Some products are more sustainable than others, but that doesn’t seem to be a problem for most of the new generation. 

73% of Gen Z consumers surveyed said that they were willing to pay more for sustainable products, and 54% of these consumers say they would pay more than a 10% increase for such products! This is significantly more than every other generation that has come before them. Gen Z does lots of research before purchasing their products, and the bulk of their research often stems on where the products come from and the process by which they are made. 

Gen Z is also more likely than other generations to care more about inclusivity. 51% of Gen Zers want brands to support wider inclusivity initiatives. 49%are more willing to purchase from a brand that has more inclusive marketing, brands that promote gender neutral clothing or overall gender equality in their marketing strategies. 

Generation Z is the most diverse generation yet, meaning they care more about how a brand represents the people they are marketing too. This means supporting inclusivity in their products and marketing, as well as practicing sustainable and ethical business. Take a look at the infographic below to learn more about how Generation Z chooses which brands they support.