The old saying "Each generation improves on the previous one" might today mean that younger generations are better at making sustainable choices than older ones. Generation Z (Gen Z) is widely reported to show a strong commitment to sustainability and sustainable food consumption. To get deeper insight into their behavior, we surveyed 900 Zoomers across Europe.
Gen Z prioritizes eco-friendly and ethically sourced products over brand names, and many prefer plant-based diets to reduce their environmental impact [e.g., 1 and 2]. A study by First Insight indicates that 62% of Gen Z shoppers prefer buying from sustainable brands, and 73% are willing to pay more for sustainable products [3].
Regarding responsibility, Gen Z believes that sustainability is a collective effort, with decision-makers, companies, and individuals all playing essential roles in the sustainability transition [2]. They are also often associated with activism and climate strikes.
Yet not all Gen Z members are like Greta Thunberg. Like any age group, Gen Z is diverse, and transitioning toward sustainability is easier for some than others. For instance, a recent Canadian study on Gen Z's sustainable food consumption found that most young participants were in groups either "contemplating" or "preparing" to transition to more sustainable diets [4].
Understanding Gen Z in greater depth is crucial, not only because they are future consumers but also because they are at an age where they are building their identity and may need support. Some still live with their parents in their childhood homes, while others have already moved out to study or start their careers.
Gen Z's roles in the sustainability transition
We were interested in asking Gen Z representatives how they perceive the changing food system and what role they have adopted in this regard. Seeking Gen Z perspectives, we conducted preliminary workshops where high school students wrote essays on their thoughts. From this material, we identified a range of “profiles” reflecting different forms of agency and activity levels. Next, to gain more detailed insights into the prevalence of these profiles across Europe, we surveyed 900 participants in Finland, Belgium, and Poland.
Based on this study, we identified four segments that distinguish respondents by the extent of their personal agency in driving the sustainability transition, ranging from active engagement to passive disengagement (Figures 1 and 2). Overall, the distribution between active and passive was almost equal. In both active segments, participants expressed a clear intention to buy sustainable food products and derived satisfaction from succeeding in making sustainable choices. The major difference between the active groups lay in whether they felt responsibility primarily as individuals or as part of a collective.
Proactive and Technology-Oriented (23% of respondents) were deeply concerned about global issues and the challenges of food production. This group thoughtfully evaluated the impact of their choices, such as reducing meat consumption, and held a highly positive view of technology as a solution to food system challenges. They also showed minimal resistance to change.
Socially Engaged and Positive (24% of respondents) emphasized social influence, collaboration, and sharing information to motivate others. While eager to engage people around them, they showed higher resistance to change than the first group.
In contrast, the passive segments had little intention to buy sustainable food products and did not share the same sense of emotional reward from making sustainable choices as the active segments.
Practical and Change Resistant (19% of respondents) were characterized by high resistance to change and a practical approach, indicating a focus on immediate day-to-day concerns over future impacts.
Disengaged and Sceptical (34% of respondents) appeared not to follow sustainability discussions closely, but they were not necessarily highly resistant to change. Their disengagement may stem from low interest or scepticism about the effectiveness of individual actions.
Gender-based differences in sustainability attitudes
Some country-specific patterns and a notable gender difference could be observed in the data. The greatest belief in their own agency was found among young women in Finland and Belgium, while Polish young women had the highest belief in collective influence.
The first segment (Proactive and Technology-Oriented) consisted entirely of women, while in the second (Socially Engaged and Positive), 74% were women.
“Practical and change-resistant” respondents were particularly Belgian and Polish young men. Finally, those who did not participate in sustainability discussions could be found in all three countries but were especially prominent among Finnish young men. Overall, 63% of the “Disengaged and Sceptical” segment were men.
Empowering Gen Z for a sustainable future
Generalizing the behavior of Gen Z can overlook essential aspects such as the need for support. Based on this sample, the most active participants were often young women who believed in their own or collective agency. It is essential to ensure that they have access to accurate, science-based information. They can play an important role in communicating about sustainable food consumption in a way that is more meaningful than mainstream media to young adults, including the passive groups.
The large proportion of passive young adults highlights the importance of identifying reasons for their lack of interest and agency and finding ways to increase their engagement. It is important to find ways of making sure that a proportion of young adults don’t feel entirely disconnected from the discussion of the changing food system.
References
- Wood, J. (2022, March 18). Gen Z cares about sustainability more than anyone else – and is starting to make others feel the same. World Economic Forum. https://www.weforum.org/agenda/2022/03/generation-z-sustainability-lifestyle-buying-decisions/
- Bhamra, S. (2024, May 24). Generation Z: The new pioneers of sustainability and environmental responsibility. EnvironBuzz. https://environbuzz.com/generation-z-the-new-pioneers-of-sustainability-and-environmental-responsibility/
- First Insight. (2020). The state of consumer spending: Gen Z shoppers demand sustainable retail. Retrieved from https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability
- Shannon Ruzgys, Gary J. Pickering (2024). Gen Z and sustainable diets: Application of The Transtheoretical Model and the theory of planned behaviour. Journal of Cleaner Production, Vol. 434, 2024, 140300. ISSN 0959-6526. https://doi.org/10.1016/j.jclepro.2023.140300
This research was part of the SUCCESS project funded by EIT Food: https://www.eitfood.eu/projects/success-for-making-sustainable-consumption-mainstream
