Gen Z Consumers and Sustainability: What Do They Expect from Brands?

Gen Z’s Sensitivity to Sustainability

Research shows that sustainability is a key driver in Gen Z’s consumption choices:

• 62% prefer sustainable brands.
• 73% are willing to pay more for eco-friendly products.
• 90% expect brands to prioritize not only profit but also social and ethical values.

These figures prove that, for Gen Z, sustainability is not just a “trend” but a way of life.

What Gen Z Expects from Brands

Gen Z expects brands to deliver on three key fronts:

• Transparency: Clear communication about supply chains and production.
• Ethical Production: Fair labor, social benefit, and environmental responsibility.
• Authentic Communication: Genuine, original content rather than artificial advertising.

Recycling and Gen Z: Facts and Challenges

• Only 19% fully recycle their paper and cardboard at home.
• 92% admit throwing away recyclable items because they don’t want to clean them.
• 42% worry about “making mistakes” when recycling - With the right information and incentives, Gen Z can become one of the most eager generations to recycle.

Waste Log’s Role

Waste Log stands out as an important tool in improving Gen Z’s recycling habits. The platform prioritizes encouraging users to recycle and helping them develop awareness around proper waste separation. Through the app, users can submit waste notifications to earn points, which they can then use in the in-app carbon market to benefit from brand-sponsored incentives.

In this way, recycling becomes not only easier but also a more rewarding experience for younger generations, while brands gain the opportunity to communicate their sustainability efforts in a transparent and measurable way.