Gen Z wants companies to take more accountability when it comes to sustainability.

Gen Z wants companies to take more accountability when it comes to sustainability. The young gen is done sitting back and settling for a lack of action from brands when it comes to saving the environment—now, they have high expectations for brands to improve their eco-friendly efforts if they want their support as consumers. But brands must make a real change to their business models rather than a “one-off cause marketing or charitable giving program.” Essentially, companies must revamp their core business models to improve future sustainability, and in turn, they will be “rewarded by consumers who purchase their products.” YPulse research shows that the majority of Gen Z believes that corporations should take more responsibility in the fight for climate change, including improving eco-friendly products and packaging. (Forbes)