Gen Z consumers want to shop sustainably. They really, really want to shop sustainably. But a new survey shows 59% in the UK admitting admit their generation “talks more about sustainability than they practice”.
Ansa
It comes from consulting firm RSM UK and retail insight specialist Retail Economics.
They surveyed 1,500 Gen Z consumers and found almost a third (29%) are committed to sustainability, while 43% have an “aspirational intention where they care about sustainability but will compromise when considering cost or convenience”.
And the study showed that “this intention-gap becomes even wider when you look at age as committed shoppers jump to 39% between 24-28 year olds and fall to 20% for 18-21 year olds. That suggests available income is a key factor when it comes to putting ideals into practice with younger consumers less likely to have cash to spare.
And let’s not forget that “there is also indifference,” the study said, with a chunky 28% “placing low priority on sustainability, guided more by price and ease of access’.
Some 40% of Gen Z also confessed to “often” buying items they will only wear or use once.
There are clearly conflicting influences affecting Gen Z with the eco message getting through and lodging in their minds. But these are consumers who grew up in the wake of the original fast fashion revolution as ultra-fast fashion from the likes of Shein and Temu showed that super-cheap fashion, often with next-day delivery, was now ‘normal’.
Cathy Faria, ESG associate director at RSM UK, said: “There are clear contradictions between intent and the buying habits of Gen Z when it comes to sustainability, with many not practicing what they preach. Ultimately, they face a trade-off between values, budgets and desires for instant consumption.
“In a world where budgets are being increasingly squeezed every day, the combination of low-cost products and convenience can be hard to resist, making it difficult for other retailers to compete.”
But she thinks that “there’s a real opportunity for retailers to tackle sustainable fashion, as it’s clearly of high importance, particularly for more financially secure Gen Z consumers. This involves sourcing natural fabrics and recycled materials, optimising supply chain efficiency, as well as ensuring safe working conditions and fair pay.
“Interest in pre-loved shopping is also gaining momentum, with many major retailers showcasing secondhand collections in-store. We expect to see more retailers introducing new innovative initiatives to tap into this growing area of the market. An example is M&S’s recent launch of an online takeback scheme and clothing resale service in partnership with eBay, where items are cleaned, repaired and listed online, and those that cannot be resold are repurposed or recycled.”
Interestingly too, Jacqui Baker, head of retail at RSM UK, said that eco shopping being put into action can be seen more often in the beauty sector. She said that for Gen Z, “affordability and quality will dominate decisions most of the time, but sustainability rises sharply in importance in the health and beauty sector. Natural and ethical credentials are tied directly to safety, well-being and self-care, meaning here, sustainability is not just a bolt-on, it’s integral to the product. Not only are we seeing the ‘lipstick effect’ consistently drive strong sales in health and beauty, as consumers cut back on other retail categories, but they’re also willing to pay a premium if it has sustainable credentials attached to it.”
