How brands can do good: Gen Z

The guide argues that Generation Z consumers and potential employees prioritize brands with a social conscience and sustainable credentials, warning that surface-level commitments are insufficient. It suggests that businesses can future-proof themselves by setting measurable goals, collaborating across supply chains, and maintaining transparency to participate in a green post-COVID recovery.

• Generation Z consumers increasingly base purchasing decisions on a brand's sustainable credentials and are willing to pay a 10% premium for brands they perceive as sustainable in the US.
• Younger generations are skeptical of superficial sustainability claims and require brands to move beyond headline announcements to build genuine trust.
• Sustainability commitments are a key factor in attracting the future workforce, as people under 30 expect their employers to actively drive sustainability.
• To achieve long-term resilience and a 'green recovery' after COVID-19, businesses should follow four steps: aligning values with customer expectations, measuring impact through specific goals and milestones, collaborating with partners to scale sustainability and influence regulations, and communicating transparently.
• Several major corporations, including Google, Microsoft, Unilever, Vodafone, L’Oreal, Ikea, Diageo, Coca-Cola, and Ford, made net-zero carbon commitments in 2020.

APA

Barlow, J. (2021). How brands can do good: Gen Z. World Economic Forum. https://www.weforum.org/stories/sustainable-development/how-brands-can-do-good-gen-z/

Chicago

Barlow, Jessica. How brands can do good: Gen Z. World Economic Forum, 2021. https://www.weforum.org/stories/sustainable-development/how-brands-can-do-good-gen-z/.

Wikipedia

{{cite report |last1=Barlow |first1=Jessica |title=How brands can do good: Gen Z |publisher=World Economic Forum |date=4 March 2021 |url=https://www.weforum.org/stories/sustainable-development/how-brands-can-do-good-gen-z/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{barlow2021how, author = {Barlow, Jessica}, title = {{How brands can do good: Gen Z}}, institution = {World Economic Forum}, year = {2021}, month = mar, url = {https://www.weforum.org/stories/sustainable-development/how-brands-can-do-good-gen-z/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }