Forbes Is Laser-Focused On What Matters Most: Building Eco-Brand Credibility W. Gen Z "Consumers"

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Nowadays, some of the most discussed and relevant topics among Generation Z consumers appear to be sustainability and environmental issues. Therefore, I investigated Gen Zers’ support for Earth-friendly brands to understand this phenomenon.

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This attitude could affect the way digital natives with these priorities approach everyday life, such as by making sustainability-first buying decisions. For example, they may choose a vegan lifestyle and diet, buy second-hand clothes to avoid excessive production and support local businesses. Consequently, Bank of America (via CNBC) predicts that Gen Z will become “the most disruptive generation ever”: In my opinion, no generation before them has shown the same interest in any societal issue.

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A commitment to sustainability may lead consumers to choose vegan clothes, recycled materials and cruelty-free and eco-friendly products. That’s why brands should adapt to meet the interests of Gen Z through marketing campaigns about sustainability and the preservation of the Earth. However, I’ve found that these strategies work under one condition: that they are transparent and truthful. Consumers are often aware of fake sustainability-targeted marketing and greenwashing.

I’ve found that transparency is one of the best ways to differentiate and obtain consumers’ trust. Companies that make it clear to consumers where their ingredients are from and publish clear statistics and information about sourcing, manufacturing and direct environmental impact are the ones they will likely be eager to support. Finally, one thing is sure: Everything should start from the concept of respect, being positive and being helpful to humanity. That’s why I call them the Ethical Era.

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https://www.forbes.com/sites/forbescommunicationscouncil/2022/06/01/gen-z-and-environmental-issues-how-to-earn-young-consumers-trust/?sh=2e68c05a33ab