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 start, growing amid constant conversations about climate change and pollution, and they’re often labeled “the sustainability generation.” Sustainability in their eyes doesn’t feel optional or abstract—it’s an issue they see their choices having a direct impact on.  But in years past, we’ve seen that Gen Z’s eco-friendly mindset doesn’t always show up cleanly in their shopping carts. YPulse’s 2022 Cause Conundrum trend report unpacked how Gen Z’s reputation as eco-conscious changemakers has clashed with their interest in low-cost, high-volume goods. Fast-forward to a little over three years later, and in light of Gen Z’s tightening budgets and inflation concerns, we’re revisiting the question: when prices grow, how much does sustainability really matter to Gen...