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Why Gen Z Cares About Being Green, But Doesn’t Always Buy That Way

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Gen Z cares about sustainability and being eco-friendly, but can they afford it? 

TL;DR

  • Gen Z wants to buy eco-friendly products, but price comes first
  • Tight spending habits and rising costs make it hard for them consistently choose the more expensive “greener” option
  • But even if Gen Z’s own purchases don’t always reflect it, they still expect brands to uphold strong environmental values
YPulse has said for years that Gen Z cares about the environment, and it’s still true: According to YPulse’s recent Causes / Charity & Activism report, climate change and environmental efforts are in the top 10 social issues teens and young adults are passionate about. Environmental awareness has been part of Gen Z’s reality from the...

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