Almost three-quarters of Gen Z consumers are worried about our climate’s future, and 68% would like more information on the sustainability of food products, according to new research from Whole Foods. This calls for brands to boost transparency and better communicate their efforts to improve sustainability.
Based on a national survey of over 1,000 adults between the ages of 18 and 27, Whole Foods found that Gen Zers are showing a preference for brands that are good for the planet and support local communities. More than half (55%) are willing to pay extra for products that are environmentally sustainable.
Survey respondents also expressed support for:
- Food waste reduction: Three in four respondents said minimizing food waste is important for sustainability.
- Sustainable packaging: Half of Gen Zers prioritize sustainable packaging.
- Sustainable practices: Seven in 10 Gen Z consumers are in favor of climate-smart agricultural practices.
- Social responsibility: Over 70% of Gen Z consumers believe brands should support their employees, while over two-thirds think they should support responsible sourcing (69%) and give back to local communities (66%).
Aside from sustainability, Gen Z shoppers are also motivated by health and food quality. Nearly 65% want to eat healthy, and 53% are restricting their diet for health reasons. And eight in 10 Gen Z consumers value food quality, with 70% willing to spend more to ensure they get the best.
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