Gen Z is the most-informed about the circular economy, and over half are actively participating in it.

Gen Z is the most-informed about the circular economy, and over half are actively participating in it. According to a study by DNV (an independent assurance and risk management provider) of 2,900 consumers in the U.S. and Europe, 53% of Gen Z say they have actively participated in the circular economy—whether that be through recycling their unused clothes or shopping for secondhand goods. Compared to generations before them, Gen Z had the highest engagement with the circular economy, and survey data from CGS shows this generation is five times more likely than Baby Boomers to frequent secondhand sites like ThredUp or eBay. YPulse has tracked Gen Z’s outlook on sustainability and we found that they’ve changed the products they buy and the way they shop because of climate change. This generation expects brands to be transparent about their environmental impact by disclosing information about a product’s ecological footprint, their working and labor conditions, quality of their product(s), and provide proof of certifications, verified labels, and validated sustainability claims. (Sourcing Journal)