Gen Z represents 40% of global consumers and commands over $450 billion in spending power - they are quickly becoming a dominant force in the consumer market. This represents a large and profitable opportunity for businesses to leverage across industries, and they must adapt their strategies to effectively engage with them.
Introducing Gen Z: The eco-conscious consumers
Zoomers (Gen Z), born between the mid-1990s and early 2010s, are digitally native and socially conscious consumers, who prioritize authenticity over perfection. Born and raised in a completely digital age, they have grown up immersed in technology, social media, and instant connectivity. This constant exposure has uniquely shaped their worldview, tastes, preferences, and consumer behavior in unprecedented ways.
With 62% of Gen Z shoppers preferring to buy from sustainable brands, and 73% willing to pay more for sustainable products, Gen Z wants to make a difference and support companies that align with their values. For companies that clearly demonstrate how they are rethinking and redefining their business towards sustainability, this will give them a competitive edge.
How can you successfully engage with Gen Z on sustainability?
First, you need to be clear on your purpose - why does your company exist? Without a clear purpose and understanding of your values, it will be hard to align with your sustainability initiatives, impacting its success.
It is vital that your sustainability narrative goes beyond marketing to show how it is important in your actions, decisions and purpose. Otherwise, you risk your brand reputation and engagement with Gen Z customers.
1. Communicating your sustainability goals with Gen Z is key:
a. Honest communication about your company’s sustainability goals and journey (including the challenges) will engage your Gen Z customers, who value honesty and transparency. When highlighting any goals it is important to be specific about the actions you will be taking and the outcomes you want to achieve.
b. Raise awareness and educate your customers on sustainability. This can involve advocating for sustainability policies or educating them on your product so that they can make more informed decisions. By doing this, you are providing more value to your customers, building a relationship based on shared values and sharing your commitment to broader systemic change.
2. Create sustainable products:
a. Your value proposition should clearly highlight the sustainability benefits, with supporting evidence, that your product provides. Make sure your supply chain adheres to sustainable and ethical standards as digitally native Gen Z customers are more likely to research your company to ensure you are keeping to your promises.
3. Build a community so Gen Z consumers feel part of your sustainability journey
You can bring Gen Z on your sustainability journey with you by:
- Partnering with environment organizations and charities, so that you can access and learn from sustainable subject matter experts, test and experiment your initiatives with the community and share insights with your business, and your customers.
- Creating a community with your Gen Z customers, you can:
- Involve your Gen Z customers in your sustainability initiatives (e.g. recycling programs, workshops).
- Increase your insights on your Gen Z customers and ensure your current and future products are exceeding their expectations.
Gen Z is deeply invested in sustainability and expects the businesses they engage with to be socially responsible. To attract and retain these consumers, you must emphasize your commitment. By aligning your brand with Gen Z's values and showing a genuine commitment to positive change, you can attract and keep Gen Z customers, who actively support companies that reflect their beliefs.
If you need help engaging Gen Z with your sustainability initiatives get in touch.
