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Last Updated on: 14th July 2025, 11:53 am

Generation Z (Gen Z), born between 1997 and 2012, are aged 13–28. They’re a perceptive group. Behind-the-scenes marketing strategies aren’t a secret to this generation — Gen Z has been digitally savvy since their earliest years on their LeapFrog LeapPads. They were raised with the internet and now are highly reliant on social media and trusted messengers like family and influencers. Instead of focusing on the material world, they demand transparency over marketing, especially when it comes to environmental issues.

More than half of Gen Z and millennials identify climate change as a top concern. To them, sustainability is much more important than a recognizable brand.

Carbon offsets? Fluffy green marketing campaigns? Don’t even go there.

What does this Gen Z attention to climate data mean for climate action?

Among all generations, they are disproportionately carrying the personal and emotional burden of the climate crisis. The relationship between mental health impacts and natural disasters — such as Helene, Milton, and even Covid-19 — is well established.

This largest and most influential consumer segment is emerging as the sustainable generation. Most young adults in Gen Z don’t have any tolerance for companies that make sustainability claims unless there is supporting data. They despise greenwashing. Gen Z wants corporate measures that illustrate carbon neutral impacts and are most likely to make purchase decisions based on personal, social, and environmental values.

• 46% of Gen Z had already changed or planned to change jobs or industries due to climate concerns in 2023.
• 54% of Gen Z prod their employers to start sustainability practices.
• 61% of Gen Z’s believe they have the power to drive change within their organizations.
• 62% of Gen Z shoppers prefer to buy from sustainable brands.
• 70% of Gen Zers support climate-smart agricultural practices.
• 73% are willing to pay more for sustainable products.
• 73% are extremely worried about current and future harm to the environment caused by human activity and climate change.

This is a call to action for brands, governments, and all institutions: Gen Z doesn’t need empty promises — it needs to see real progress. Meaningful pathways for agency, hope, and impact must emerge for Gen Z if we are to harness the energy and willingness of this generation for systemic climate action.

Why Scope 3 Emissions are Important to Gen Z

Scope 3 emissions are those produced by a company’s customers and supply chain — both upstream (before) and downstream (after) its own operations. They typically account for around 80% of a company’s carbon footprint. Scope 3 emissions are categorized into 15 different areas, grouped under three main buckets:

• upstream activities such as purchased goods and services, capital goods, transportation, and waste generated in operations;
• downstream activities including the use of sold products, end-of-life treatment, and investments; and,
• employee-related activities such as business travel and commuting.

Rather than accepting that carbon emissions are inevitable, Gen Z folks seek tools to help mitigate the effects of a circular economy. They want to see business operations that can demonstrate direct and indirect emissions reductions and clarify real environmental progress.

Example scope 3 data points, as outlined by Regrow, are:

• Which commodities are we procuring that have the highest emissions factors?
• Which suppliers are sequestering the most carbon in their fields?
• What regions have the greatest potential for additional carbon abatement?

What mechanisms can companies incorporate to meet these scope 3 data points, though? Evidence of emissions reductions need system management, which involves managing cloud environments and network assets according to robust policies. It’s really the only way that the confluence of environmental and business results becomes transparent.

An Environmental Management System (EMS) can help an organization to target such goals in a systematic and cost-effective manner. It’s a proactive approach that addresses issues such as energy conservation — a matter of blending technical fluency with environmental expediency.

The basic elements of an EMS, according to the US Environmental Protection Agency, include:

• analyzing intended environmental impacts and compliance obligations (or legal and other requirements);
• setting environmental objectives and targets to reduce environmental impacts and conform with compliance obligations;
• establishing programs to meet these objectives and targets;
• monitoring and measuring progress in achieving the objectives;
• ensuring employees’ environmental awareness and competence; and,
• reviewing the progress of the EMS and achieving improvements.

Companies that follow these EMS directives gain competitive advantages through better risk management, regulatory compliance, and cost savings.

Drilling Down: Food and Beverage Emissions Dissonance

Once in the work world, Gen Z young professionals view firsthand how businesses struggle to track their environmental impact in meaningful ways. Nowhere is this more evident than in the food and beverage and consumer packaged goods (CPG) industries.

With digital know-how, Gen Z is keenly aware that many areas of the US federal government are confronting ongoing tensions among platforms, politicians, and regulators. This dissonance reveals imbalances between free speech and social media content moderation, and it taints important conversations about food safety and nutrition. Beneath the surface is a roiling current of food disinformation.

What’s the data about Gen Z sustainability concerns and looking to mitigate indirect emissions from the food and beverage industry?

• 53% report that health concerns motivate their dietary restrictions.
• 60% aim for healthy eating.
• Over 60% report stronger feelings about food sourcing and ingredient transparency compared to five years ago.
• 66% prefer brands that give back to local communities.
• About 68% of Gen Z consumers seek sustainability information when buying food.
• 69% believe brands should advocate for a change in responsible sourcing.
• 71% want brands to support their employees.
• Three-quarters of Gen Z view reducing food waste as essential for sustainability.

Gen Z is becoming more knowledgeable than their parents and grandparents on food, health, and consumerism. No longer will Big Ag pledges sustain Gen Z loyalty. Deflected corporate blame on upstream and downstream impacts from suppliers, agriculture, distribution, and packaging need to become passé — it’s time for businesses to take responsibility for their emissions and to follow through on mitigation goals.

Final Thoughts

If this generation is willing to pay more for products with verifiable environmental benefits, then shouldn’t climate advocates tap into the desire? With Gen Z’s demands, supply chains might be reshaped. Otherwise, the consequence would be loss of consumer trust, which translates into brand damage and moves to competitors who are meeting regulatory and investor mandates.

The youth generation is brimming with innovators, activists, and entrepreneurs who are not only speaking out against Big Oil & Gas but are offering solutions to lead us to a more inclusive, sustainable, and resilient world. They are a youth generation more vocal and energized than any other when it comes to climate justice, and they’ve been building resources and networks to solidify their messaging and to garner support. Their voices ring out to enhance equity and respect in the workplace, to foster ecosystem recognition and protections, and to promote responsible climate legislation.

It’s time we started listening closely to Gen Z.

Stats for Gen Z consumer preferences and climate concerns: Deloitte | Bain & Company | Business Wire | First Insight | GlobeScan | YouGov