Data Overview Report

Debunking Five Myths About Gen Z And Environmental Sustainability

Demystifying European Gen Z Consumers’ Paradoxical Green Behaviors

April 21st, 2023
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Melissa Chaudet, null
Melissa Chaudet
With contributors:
Martin Gill , Mike Proulx , Amy DeMartine , Victoria Manes , Demi Starks

Counterintuitively, European Gen Z consumers don’t demonstrate the most exemplary sustainable behaviors. While climate change and environmental sustainability evoke strong emotions and generate engagement for this generation, this isn’t necessarily reflected in their purchasing behaviors. This data-centric report examines and deconstructs five myths that brands and retailers may have taken for granted. It also provides best practices to engage European Gen Z consumers with environmentally sustainable actions.

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