The cost of going green

The Reality of Sustainable Living for Gen Z 

Compared to older adults, Gen Z and Millennials are more vocal about climate action. Research shows they engage in more discussions about climate change, encounter sustainability content more frequently on social media, and actively participate in efforts such as volunteering and attending rallies and protests.

It is no surprise that younger generations care deeply about the planet. However, when time, money, and energy are scarce, sustainability often takes a backseat. How do young people navigate the trade-off between sustainability and convenience? And can both truly coexist?

Balancing a Busy Lifestyle with Sustainability

Insights from a focus group (Day one perspective, 2025) on sustainability reveal a shared sentiment: sustainability is a privilege that requires both financial and time investments. The cost disparity between eco-friendly and less sustainable options is often significant. 

Beyond financial constraints, time is another major challenge. Many young people juggle work, school, and personal commitments, leaving little room for sustainable habits. When you are in this mode of productivity it is harder to make conscious choices. 

Skepticism Toward Brands and Greenwashing

Despite financial challenges, Gen Z is willing to pay up to 10% more for sustainable products, according to studies (Mckinsey, 2021).  However, even when young people have the resources to choose eco-friendly brands, skepticism about corporate sustainability claims persists. 

The Reality of Systemic Impact

While individual efforts matter, systemic issues far outweigh personal choices. A study found that since the 2016 Paris Climate Agreement, just 57 companies have been responsible for 80% of the world’s fossil CO2 emissions. This awareness is shaping Gen Z’s decisions beyond consumer habits. A significant 55% of Gen Z say they research a company’s environmental policies before accepting a job offer (Deloitte, 2024) 

Anthropologist Jason Hickel, who studies global inequality and sustainability, highlights this generational dilemma: “We often tell individuals to consume responsibly, but the real issue is systemic. Until we transform the economic structures that drive overproduction and waste, personal efforts will always be limited in their impact.” (How degrowth will save the world, 2020). 

For Gen Z, sustainability is not just about personal sacrifice—it’s about demanding systemic change. 75% of Gen Z are convinced that the climate crisis is the direct consequence of capitalism. And while they strive to make conscious choices, many face financial and logistical barriers that make sustainable living difficult. If sustainability was the default—affordable, accessible, and built into everyday life it would be much easier. 

As a brand, it’s important to be realistic and show how you truly make the system and planet a better place. Stay critical, and don’t make promises you can’t keep. 

→ click here to read all the focus group insights