Gen Z isn’t just talking about sustainability, they’re putting their money where their values are. This generation demands eco-friendly packaging, and brands that don’t meet their requirements risk being left behind.
What the Experts Are Saying
Jeffrey Brown, Co-founder of Nature Focus
Jeffrey Brown emphasizes that Gen Z is driving businesses toward greater sustainability, not just through their purchasing power but by holding companies accountable. He notes that this generation expects transparency and genuine environmental commitment from brands, influencing the manufacturing industry’s shift toward sustainable practices. Forbes
Sabine Durand-Hayes, Global Consumer Markets Leader at PwC France
Sabine Durand-Hayes highlights that consumers, including Gen Z, are willing to pay an average of 9.7% more for sustainably produced or sourced goods. Despite inflationary pressures, the disruptive effects of climate change are leading consumers to prioritize sustainability in their purchasing decisions. PwC+1Quad+1
Our Take
Gen Z’s demand for sustainable packaging is reshaping the consumer landscape. Brands must move beyond superficial eco-friendly claims and implement genuine, transparent sustainability practices. This includes adopting biodegradable materials, reducing packaging waste, and clearly communicating these efforts to consumers.
3 Action Items
- Adopt Biodegradable and Compostable Packaging Materials
- Replace traditional plastics with materials like polylactic acid (PLA) derived from renewable resources such as corn starch.
- Ensure packaging materials decompose naturally, reducing environmental pollution.
- Collaborate with suppliers to source certified compostable materials that meet industry standards.Golden Arrow
- Replace traditional plastics with materials like polylactic acid (PLA) derived from renewable resources such as corn starch.
- Enhance Transparency Through Clear Sustainability Labeling
- Implement labels that clearly indicate the environmental benefits of the packaging, such as recyclability or compostability.
- Use QR codes to provide detailed information about the packaging’s sustainability credentials and disposal instructions.
- Educate consumers on how to properly dispose of or recycle the packaging to maximize environmental benefits.
- Implement labels that clearly indicate the environmental benefits of the packaging, such as recyclability or compostability.
- Engage Gen Z Through Authentic Storytelling and Social Media
- Share behind-the-scenes content showcasing the brand’s sustainability initiatives and packaging innovations.
- Collaborate with influencers who align with the brand’s environmental values to reach a broader Gen Z audience.
- Encourage user-generated content by creating campaigns that invite consumers to share their experiences with the brand’s sustainable packaging.
- Share behind-the-scenes content showcasing the brand’s sustainability initiatives and packaging innovations.
Gen Z’s commitment to sustainability is influencing purchasing decisions and brand loyalty. Brands that prioritize genuine eco-friendly packaging and transparent communication will resonate with this generation. Adapt now to meet the expectations of the most environmentally conscious consumers.
Written by Vanessa Manvelyan
