Gen Z Shapes the Future of Green Consumption

1. Gen Z and Their Commitment to Sustainability

Gen Z, born between the mid-1990s and early 2010s, has grown up in the middle of climate change, plastic pollution, and energy crises. Unlike previous generations, sustainability is not just a trend for them—it is a core value. For Gen Z, consumption is more than shopping; it is a way to express their lifestyle, social responsibility, and personal identity.

For Gen Z, consumption is more than shopping; it is a way to express their lifestyle, social responsibility, and personal identity.

2. Packaging – A Key Factor in Purchasing Decisions

In the past, packaging was mainly for protection and aesthetics. Today, it plays a decisive role in purchase behavior.

• 56% of Gen Z choose products with eco-friendly packaging (Short Packing, 2025).

• 52% prefer brands using recycled materials or biodegradable packaging.

This is why companies across food, cosmetics, and technology are investing heavily in green packaging solutions—biodegradable, recyclable, or reusable materials.

 However, Gen Z is also highly aware of greenwashing, where businesses pretend to be sustainable to attract attention without making real changes.

3. Green Habits Across Different Industries

3.1. Food and Nutrition

Gen Z drives the rise of flexitarian diets and plant-based foods. They favor “clean” products, cruelty-free testing, and food with minimal environmental impact.

• By 2040, plant-based and lab-grown meat could make up 40% of U.S. consumption, largely driven by younger generations.

3.2. Technology and Electronics

Unlike older generations, Gen Z doesn’t just look at features or design. They also ask:

• What materials are used?

• How long will this product last?

• Is it energy-efficient?

As a result, tech companies are shifting to recycled plastics, bio-based packaging, and eco-friendly batteries, while exploring solar-powered and low-carbon solutions.

3.3. Fashion and Lifestyle

Fashion is one of the most polluting industries, but Gen Z is changing that. They support:

• Sustainable fashion

• Zero-waste living

• Clothing recycling and upcycling

For example, in early 2025, Shein—one of the world’s biggest fast-fashion polluters—announced a Net Zero goal by 2050 under the Science Based Targets initiative (SBTi). While critics doubt its execution, it marks a symbolic shift for the industry.

By 2040, plant-based and lab-grown meat could make up 40% of U.S. consumption, largely driven by younger generations.

3.4. Mobility and Energy

For Gen Z, a modern electronic device or car is not only about convenience—it also reflects a brand’s social and environmental responsibility. This explains the rising popularity of electric vehicles and renewable energy-powered devices.

5. Why Businesses Must Adapt

Gen Z is setting new global standards for consumption. Price and quality are no longer enough—sustainability has become a must-have.

• 69% are willing to change habits to reduce their carbon footprint (Deloitte, 2023).

• 62% prefer buying from sustainable brands (First Insight).

• 73% are willing to pay more for eco-friendly products (First Insight).

• 75% believe sustainability matters more than brand reputation (First Insight).

Gen Z is setting new global standards for consumption. Price and quality are no longer enough—sustainability has become a must-have.

6. Conclusion

Gen Z is not just following a short-term trend—they are reshaping the future of green consumption. For them, eco-friendly choices are a lifestyle and a responsibility to the planet. Businesses must transform at the core—production, supply chain, and operations—to keep up with this new wave of conscious consumers.

In the future, products will not only serve daily needs but also contribute to protecting the Earth and building a sustainable society.

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Operating under the motto of “Pioneering Quality,” Hoang Vuong consistently aims for sustainable and environmentally friendly packaging solutions. We proudly hold the following certifications: FSC Certification, GMI Certification, G7 Certification, ISO 9001:2015

With over 15 years of experience in the paper packaging industry and a solid brand reputation, Hoang Vuong is a leading private paper packaging enterprise in Vietnam, partnering with numerous major brands locally and internationally. We accompany your company on the journey of innovation, seeking differentiation through continuous improvement. Your success is both an achievement and motivation for us to continue innovating and maintaining professionalism.

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