Sustainable Development

Gen Z cares about sustainability more than anyone else – and is starting to make others feel the same

Protest involving many Gen Zers.

Age of sustainability ... The generation known as 'Z' spans people born between 1995 and 2010. Image: Callum Shaw/Unsplash

Johnny Wood
Writer, Forum Agenda
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How do you rate the importance of these factors when making a purchase?
75% of Gen Zs think sustainable purchases are more important than brand names. Image: First Insight
Prefer to buy from sustainable brands.
Gen Z’s views on sustainability influence other generations’ buying decisions. Image: First Insight

In the last 12 months which of the following have you personally done, specifically in an effort to adopt a more sustainable lifestyle.
Three-fifths of consumers surveyed in the UK have reduced their usage of single-use plastics. Image: Deloitte

What is a circular economy?

The top 2 reasons why consumers haven't adopted a more sustainable lifestyle.
Lack of interest is the main reason people don’t adopt a more sustainable lifestyle. Image: Deloitte
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