Editor's Note: All copy and imagery provided by WGSN.
Gen Z is leading the charge when it comes to action on climate change, from protest movements to consumption changes (i.e., purging single use plastics, non-biodegradable plastics; evolving diets to meatless or less meat diets; the rise of rental clothing; growing preference for tactile experiences with nearly two-thirds of Gen Z shoppers saying they want to touch, feel and experience products before making purchases).
Brands should navigate the following key areas in order to engage young consumers:
- Support impacted communities and victims of climate chaos by implementing pre-disaster plans and share them both internally and externally with consumers and their surrounding community.
- Gen Z value brands that are authentic, match their beliefs and educate them. Now is the time for companies to create constructive dialogue and implement action plans that consumers can participate in.
- Gen Z are hands on and highly creative. Implement new initiatives using artistic mediums and creative tactics to show the positive impact your brand’s work has on the world.
- Commit to long-term thinking that has positive environmental benefits. Think smaller and more specifically about the adjustments your organization can make to reduce its footprint.