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What Actually Motivates Gen Z’s Sustainable Shopping Choices

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Gen Z may have a reputation as eco-warriors, but their “eco-friendly” choices aren’t always driven by what’s actually best for the planet…

TL;DR

  • Many Gen Z still shop at fast-fashion brands, with price and convenience winning out over sustainability
  • The vast majority use reusable water bottles, but it’s just as much about aesthetics and trends as cutting waste (if it really does)
  • Many want a refurbished phone, but it’s mainly driven by saving money
YPulse has said it for years, and it still rings true: Gen Z cares about the planet. Climate change and environmental issues consistently rank among the top causes teens and young adults say they’re passionate about, shaping everything from the content they engage with to the brands they say they want to support. Sustainability has...

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