New research suggests a significant gap between what Gen Z consumers say about sustainability and how they actually shop, with almost six in 10 (59%) admitting their generation talks more about sustainability than they practice.
A survey of 1,500 Gen Z shoppers by RSM UK and Retail Economics found that while sustainability is increasingly part of younger consumers’ vocabulary, fewer are following through at the checkout.
The research shows that just under a third (29%) of Gen Z identify as committed sustainable shoppers. A further 43 per cent fall into what the report calls “aspirational intention” – they care about sustainability but will compromise for cost or convenience. That gap widens significantly by age, with commitment rising to 39 per cent among 24–28-year-olds but dropping sharply to 20 per cent among 18–21-year-olds.
Price sensitivity remains a major barrier, with 28 per cent placing low priority on sustainability and focusing instead on affordability and accessibility. The pressures of fast fashion culture also appear entrenched: 40 per cent of respondents admitted to buying items they will wear or use only once.
Cathy Faria, ESG associate director at RSM UK, said the findings reveal “clear contradictions” in Gen Z’s attitudes and behaviours.
“Ultimately, they face a trade-off between values, budgets and desires for instant consumption,” she said. “In a world where budgets are being increasingly squeezed every day, the combination of low-cost products and convenience can be hard to resist, making it difficult for other retailers to compete.”
Jacqui Baker, head of retail at RSM UK, said the influence of sustainability differs sharply across retail categories.
“Affordability and quality will dominate decisions most of the time, but sustainability rises sharply in importance in the health and beauty sector. Natural and ethical credentials are tied directly to safety, well-being and self-care, meaning here, sustainability is not just a bolt-on, it’s integral to the product,” she said.
“Not only are we seeing the ‘lipstick effect’ consistently drive strong sales in health and beauty, as consumers cut back on other retail categories, but they’re also willing to pay a premium if it has sustainable credentials attached to it.”