Report: Inside Gen Z’s Conflicting Passions for Both Sustainability and Shopping

And how brands can help break the disastrous cycle.

The culture of unconscious consumption may finally be shifting. Conversations around sustainability have become mainstream, forcing retailers across categories to rethink their approaches to sustainability. The recent GlobeScan Healthy & Sustainable Living report finds there is strong interest in sustainable shopping, particularly among Gen Z consumers. When compared to baby boomers plus, Gen Z in the U.S. is significantly more interested in buying products secondhand (71% versus 34%), bringing their own reusable containers to the store (71% versus 36%), avoiding disposable items (67% versus 40%), and choosing products made from recycled materials (72% versus 46%).

So then, why do these climate-conscious shoppers often fail to follow through at the point of sale?