5 ways that sustainable brands can win back Gen Z

Picture this: A teenager stares at their phone, paralyzed by headline after headline about the climate crisis, political dysfunction, and societal division. They want to act but feel overwhelmed by the sheer scale of the problem. This scene plays out millions of times daily, and it represents a critical challenge for brands: 80% of Gen Z globally report being personally affected by climate change, yet their engagement with sustainable solutions is declining. Looking to the future, many young people are asking, “What’s the point?”

Instead of feeling empowered to act, young people are becoming paralyzed by anxiety, overwhelmed by complexity, disillusioned by a lack of leadership, and increasingly disconnected from the very solutions they seek. This isn’t just anecdotal. It’s a pattern we’re seeing globally, and it challenges everything we thought we knew about young consumers and sustainability.

The Aspirational Paradox

In 2015, we identified the rise of the “Aspirational Consumer”—a youthful, values-driven segment hungry for brands that unite performance, purpose, and new possibilities for the role of business in society. A decade later, many of these Aspirationals are now parents and remain the most committed to sustainable living. In fact, our latest research of over 30,000 consumers across 31 markets shows that they’re significantly more likely to engage in sustainable purchasing behaviors across categories.

But something has shifted with the next generation. Despite feeling the most impacted by climate change and expressing the highest levels of environmental concern, young people today are becoming increasingly disengaged. Around the world, Gen Z is significantly more likely than baby boomers and older to say they’ve been “greatly affected” by climate change (49% versus 38%, respectively), yet their engagement with sustainable behaviors is declining. The number of Gen Z globally who feel “indifferent” about sustainability has increased from 22% to 31% since 2021, while “enthusiasts” have dropped from 30% to 21%.