What role does sustainability play for Gen Z, and what does that mean for brands? Fredrik Ekström, brand consultant and business advisor, shares study-based evidence that shows brands can no longer avoid the topic of sustainability in their communications with Gen Z. That said, many brands often make mistakes when addressing Gen Z. In our latest article, guest writer Ekström goes deeper into the mindset of Gen Z and what this means for brands.
Statistics show Gen Z consumers are more engaged in sustainability
8 out of 10 Gen Z consumers (those born between 1997–2012) see sustainability as an integrated part of their personal identity and identify themselves as individuals who incorporate sustainability values into their self-perception. Showing knowledge about environmental and climate issues and living a healthy and sustainable life is becoming an attractive quality that impresses and attracts. But at the same time, 8 out of 10 of this demographic wish they had more knowledge about sustainability and its impact on the planet.
This gap – between self-identity and knowledge – is creating uncertainty in individuals’ own environmental choices, and a fear of being negatively judged by their friends if they make the wrong choices. The result is a paradox where Gen Z wants to do the right thing but is paralyzed by the lack of knowledge and tools to do so.
Gen Z consumers are more engaged in sustainability, and twice as many feel dedicated to sustainability than the general population (18 percent of Gen Z versus 8 percent of the general population). This engagement is growing despite economic uncertainty. Gen Z admire people who can teach them something new in this area, with 7 out of 10 saying they would be impressed by a person who taught them something new and exciting about the environment/climate. So what do these statistics mean for brands and their own sustainability journey?
About the Report
The NXT Sustainable Consumer Report 2023 is a trend report based on quantitative data from a nationally representative sample of 2,405 respondents in Sweden and Denmark. The report is weighted so that 603 respondents consist of Gen Zs born between 1997–2012. The report is part of the Above The Clouds Future Series on sustainability and lifestyle behaviors related to consumption and is produced without funding from external clients. The report is being released for the third year in Sweden, but 2023 is the first year that Denmark is included.
Eco-sexual attraction to people with sustainable and healthy life
Gen Z report an eco-sexual attraction to those who seemingly “have it” and live by a sustainable and healthy lifestyle. In fact, 8 out of 10 state that they have been physically attracted to a person because they live a seemingly sustainable and healthy life.
This will probably establish a future “Tinder effect” around sustainability. The eco-sexual generation is attracted to people (and brands) who seemingly live a sustainable and healthy life. Brands thus have a great opportunity to create consumer excitement by helping them achieve this status.
Gen Z states a lack of knowledge about sustainability
Despite the great interest in sustainability, 9 out of 10 Gen Z consumers state that they lack knowledge about how their consumption affects the planet. They feel that their environmentally-made choices disappear into a black hole that does not create any greater impact, neither for better nor for worse. 8 out of 10 Gen Z consumers surveyed wish they had more knowledge about environmental/climate issues and how to generally live a more sustainable life.
This paradox between, on the one hand, identifying with sustainability, being impressed by and attracted to those who have the knowledge, but on the other hand, feeling that one does not have the knowledge oneself, leads to status anxiety for how one will be perceived as a person.
In fact, 6 out of 10 Gen Z consumers surveyed feel worried that their friends will judge them negatively if they do not make the right environmentally conscious choices in their consumption.
Status anxiety prevents living more sustainable
“Status anxiety” can be so overwhelming that it can paralyze someone who desires to adopt a more sustainable lifestyle, preventing them from making the necessary changes.
Status anxiety in this sense means a feeling of inadequacy compared to the rest of society because a person believes they lack sufficient knowledge. When talking about sustainability, status anxiety is the concern that an individual may fail to adapt to the sustainability ideals established by their friends and society at large. Anxiety that, because of potentially making the wrong environmental choices, they may be deprived of dignity and respect. This in turn creates a paralysis paradox.
Gen Z consumers want to do the right thing, but if the risk is too great that they will make the wrong choice and be judged negatively for it, it is less risky for them to stay paralyzed, avoid change and instead do nothing at all.
Brands have to understand and then engage the consumer
An important challenge for brands that want to drive consumption in a more sustainable direction is spreading their ideas and initiatives while still being relevant and attractive to the consumer. This means being able to engage the consumer throughout their transformation to sustainability, and brands adapting their message based on different consumer profiles and how mature they are, as each generation values sustainability messages in very different ways.
As a brand, understanding what drives the consumer to adapt or not adapt their consumption to a more sustainable lifestyle is vital. What gives status, what creates anxiety, what impresses, and what attracts?
Brands should communicate emotionally and help to drive change
When many companies embark on their transformation from linear to circular and/or adopt a holistic approach to sustainability, they typically focus on the rational effects within products, production and transportation. However, it is equally important to focus on emotional values and redefine the brand’s approach to work culture, storytelling, cultural status and consumer engagement.
For brands in the early stages of their transformation process, it is easy to be dazzled by the success of others and forget that no other brand started its journey perfectly from the beginning. When comparing ourselves to competitors who have already succeeded in their transformation, it often appears simple, logical, and inevitable when their work is presented as successful cases and cited in the press.
But few transformation attempts are uncomplicated, and if they succeed as planned, it usually takes several years to achieve significant environmental results. During this process, it is crucial to engage the consumer with strong and authentic brand communication.
Brand communication is important as a tool to retain consumers from migrating to other brands that offer more enticing deals, tell a more exciting story, or provide higher cultural status. But it is also an important tool to comfort the consumer with the knowledge they need and with proof points that they are doing the right thing; keeping consumers engaged and helping them drive change.
Brands need a roadmap, not a single campaign
There are no shortcuts to performing a successful sustainability brand transformation. It never happens with a single campaign. There is only a roadmap of strategic, creative and actionable brand decisions that, if implemented consistently, lead a brand toward sustainability, cultural status, consumer excitement and business success.
And it all begins with involving the consumer in the journey.
