Forrester Report: Debunking Five Myths About Gen Z And Environmental Sustainability

Often depicted as champions of sustainability, the Gen Z generation present a more complex and nuanced picture when it comes to their green purchases. 

This Forrester report delves deep into this paradox, revealing that while climate change and environmental issues elicit strong emotions and engagement from Gen Z, these feelings do not consistently influence their purchasing decisions.

When it comes to spending their hard-earned money, this younger generation often prioritize price and convenience over sustainability when making purchases. But why is this? Some people may brush it off as hypocrisy and laziness; but in reality, it seems that Gen Z feel overwhelmed and defeated by the enormity of climate change. This sense of eco-anxiety can lead to disengagement rather than activism. 

To bridge the gap between Gen Z’s values and actions, brands need to develop trust through genuine, transparent practices without compromising convenience and cost. 

If you’re looking to navigate the complexities of engaging with Gen Z on sustainability, this Forrester report provides data-driven insights and practical steps to foster genuine connections and drive meaningful change. 

Download the report now to uncover the true dynamics of Gen Z’s green behaviors and learn how to effectively meet their expectations.