Gen Z and Sustainability: Myth Vs Reality
July 2025, By Tope Alabi
When it comes to sustainability, the popular narrative paints a pretty clear picture: older generations have messed it up, and Gen Z is here to clean it up. Whether it’s climate marches, reusable cups, or TikToks calling out fast fashion hauls, we’re often cast as the eco-conscious heroes of a damaged planet.
But is that what the data really says?
At MM-Eye, our Say Do Sustainability Study (SDSS) tracks how different generations say they feel about sustainability and what they actually do. When we look at Gen Z, the picture is a little more nuanced than the headlines suggest.
Optimism Isn’t Dead , At Least Not for Us
According to SDSS, 55% of 25–34-year-olds say they feel optimistic about the future of the environment. Surprisingly, that’s even higher than the younger half of Gen Z (18–24) and more optimistic than older generations by up to 10%.
So, while you might expect us to be the most doom-and-gloom about the climate crisis, the data shows we’re actually among the most hopeful. That’s a useful insight for businesses who may assume they need to talk to us in apocalyptic terms when, actually, we’re looking for solutions, progress, and proof that action is possible.
Gen Z Wants to Do More, But We Can’t Do It Alone
Alongside optimism, Gen Z leads in intention. We outperform all other age groups when it comes to saying we want to do more to live sustainably, by 17% compared to the 55–64 age group.
So, are we doing it? Well… sort of.
Because here’s where reality creeps in. Let’s talk about Shein. In 2024, an Oberlo study revealed that nearly half of all visitors to Shein’s website globally were aged 18–34. In fact, the biggest group (30%) were 25–34-year-olds—yes, the same group leading in optimism and sustainability intentions.
This might look like hypocrisy, but really it highlights the Say–Do gap. We want to be better. But affordability, accessibility, and convenience still get in the way. If sustainable options are more expensive, less visible, or harder to get hold of, it’s no surprise that even the most values-driven consumers default to what’s easy.
What Gen Z Needs from Brands
We are not lacking in intention but we are short on support. If businesses want to build trust with Gen Z, they need to show up with solutions. That doesn’t mean perfect ESG scores or greenwashing gimmicks. It means:
- Making sustainability affordable and accessible
- Communicating with transparency and authenticity
- Designing products and services that reflect our values, not just your metrics
We don’t need perfection. We need progress.
It’s Not All on Us
If you take one thing from this article, make it this: Gen Z is not perfect. But we’re engaged. And we’re frustrated. We’re tired of being told we’re the solution, while governments and corporations quietly backtrack on their promises.
The SDSS shows that we care. We want to act. But we need brands and businesses to meet us halfway.
If you’re interested in learning more about the Say Do Sustainability Study (SDSS) and how it can help your business understand Gen Z and other values-driven consumers, contact us today at info@mm-eye.com or use the form below to book a consultation.