‘Green Mindset’ on trend

Extending beyond environmental consciousness, 60 to 80 percent of Gen Zers surveyed think that brands should be held to account for their actions. (McKinsey & Company, 2022)

Across APAC, Gen Zers say they care about sustainable consumption. Just as much as millennials, Gen Zers say they prefer environmentally friendly products, organic foods, and ethical fashion. For example, in China, 60 percent of Gen Zers and millennials surveyed state that they are trying to minimize the negative effects their eating habits have on the environment; half of both cohorts say they always look for locally sourced produce. In Japan, those attitudes are particularly pronounced; 54 percent of Gen Zers say they always look for clothes produced sustainably, and 46 percent prefer to wear used clothing—much higher figures than for millennials and Gen Xers.

When digging into the underlying motivations for such attitudes, we found a strong correlation between the aspiration for sustainable consumption and the desire to be “on trend.” In addition, those willing to pay more for green products also tended to be more conscious of brands in general. This suggests that buying and using environmentally friendly products and having a green mindset are associated with social status in the minds of Gen Zers.