Young Consumers & Sustainability: 6 Surprising Trends Shaping 2026
Updated: August, 2026
Published: August, 2024
Generation Z and younger millennials are often portrayed as the most sustainability-driven demographic yet — but data from Opeepl's Youth Pulse Study tells a more complicated story. From varying priorities and gender differences to economic considerations, the true motivations behind young consumers’ sustainable choices might not align with popular perceptions.
In this blog post, we’ll explore six key trends revealed by the research about how sustainability fits into the broader landscape of values and purchasing behaviour of Gen Z and younger millennials.
Unless otherwise noted, data in this article reflects Wave 5 of our Youth Pulse Study (Q1 2026), covering 15–30 year olds. Some sections draw on Waves 1-3, which covered a slightly narrower age group of 15–27 year olds, where those questions were not repeated in later research waves.
What Does Sustainable Consumption Mean To Youth?
Before diving into the trends, it's worth defining what sustainable consumption actually means to young consumers. In the minds of Gen Z and younger millennials, it is mostly about recycling or reselling items they no longer use - 33%, and buying products made from recycled or upcycled materials - 30%.
Repairing or repurposing items instead of replacing them follows closely at 29%, while opting for minimal or plastic-free packaging, consuming less overall, and buying local products to cut transport emissions each sit at 27%. Eating sustainably (plant-based, seasonal, less waste) comes in at 25%, and shopping second-hand or choosing ethical/fair-trade brands are each cited by 21%.
Definition of Sustainable Consumption Among Gen Z and Younger Millennials (15-30 y.o.)
| Q: “When you think about sustainable consumption, what does it mean to you?” | Wave 4 (Apr 2025) | Wave 5 (Feb 2026) |
|---|---|---|
| Recycling or reselling items no longer used | 35% | 33% |
| Buying products made from recycled/upcycled materials | 30% | 30% |
| Repairing or repurposing items instead of replacing them | 29% | 29% |
| Opting for minimal or plastic-free packaging | 28% | 27% |
| Consuming less overall – fewer, higher-quality items | 28% | 27% |
| Buying local products to reduce transport emissions | 27% | 27% |
| Eating sustainably (plant-based, seasonal, less waste) | 26% | 25% |
| Shopping second-hand or vintage | 22% | 21% |
| Choosing brands with ethical/fair-trade sourcing | 22% | 21% |
| I don't actively think about sustainable consumption | 7% | 8% |
Source: Opeepl Youth Pulse Study, Wave 4 (Q2 2025) and Wave 5 (Q1 2026).
Now let’s take a closer look at some of the intriguing trends that our Youth Pulse Study revealed about young consumers and sustainability.
1. Sustainability Takes a Backseat to Personal Causes
When it comes to Gen Z and younger millennials, sustainability isn't as high on the agenda as one might expect. In fact, it ranks eighth among causes that are important to this generation, with just 35% citing ‘sustainable consumption (e.g. being environmentally responsible, recycling)’ as a priority. Young consumers are more concerned with personal well-being: 65% focus on 'taking care of mental health', and 63% value 'having a good work-life balance'.
Only 35% of Gen Z and younger millennials say sustainable consumption is important to them.
When considering why young consumers might boycott a brand, environmental concerns fall behind other issues like ‘animal cruelty’ (36%), ‘political affiliations’ (31%), ‘unethical business practices’ (30%), and ‘poor quality products’ (21%). It is evident that unsustainable business practices are not a primary dealbreaker for youth (Opeepl Youth Pulse Study Wave 2, Q2 2024).
“I find it both interesting and surprising that only around 1/3 of Gen Z consider sustainability important. Despite this, the broader Gen Z movement indicates that sustainability plays a significant role in their values. Many Gen Z individuals are shifting towards second-hand purchases, which reflects their concern for sustainability. Identifying truly sustainable companies is challenging, which adds complexity to their purchasing decisions.“
Laura Bas
Gen Z Expert I Speaker & Columnist
2. Females Are More Committed to Sustainability
Gender plays a role in how much young consumers care about sustainability. Our research shows that, generally, females are more engaged with both social and personal causes, and sustainability is no exception. 38% of young females say sustainable consumption is important to them, compared to 26% of males, and women are more likely to boycott a brand over environmental concerns - 19% vs 16% (Opeepl Youth Pulse Study Wave 2, Q2, 2024).
36% of young females name sustainability as a reason for buying second-hand clothing, compared to 27% of young males.
The pattern holds in the latest 2026 data too: for example, 36% of young females cite sustainability and environmental concerns as a reason for buying second-hand clothes, compared to 27% of males. The same gap shows up as outright indifference: when asked what sustainable consumption means to them, 9% of young men say they don't actively think about it at all, compared to just 6% of young women.
Discover more sustainability trends among 15-30 y.o. in our latest Youth Pulse Report
3. Price is the Biggest Barrier to Sustainable Consumption
The primary obstacle keeping young consumers from embracing sustainable consumption? Cost. A whopping 56% cite the ‘higher cost of sustainable products’ as a major deterrent. Other hurdles include a ‘lack of information on how sustainable/unsustainable a product is’ - 22%, ‘preference for a specific brand/product that is not sustainable’ - 20%, ‘limited availability of sustainable options’ - 20%, ‘convenience of unsustainable products’ - 18%, and ‘peer influence’ - 8% (Opeepl Youth Pulse Study Wave 2, Q2 2024).
56% of young consumers cite higher cost as the main barrier to sustainable consumption.
Interestingly, this sensitivity to price varies across EU5 countries. French youth is the most affected by the ‘higher cost of sustainable products’, with 67% identifying it as a barrier, while only 45% of Italian youth feels the same (Opeepl Youth Pulse Study Wave 2, Q2 2024).
4. Sustainable Choices Aren’t Always About Saving the Planet
Even when Gen Z and younger millennials opt for eco-friendly consumption, like buying second-hand or reducing meat intake, the motivation isn't always environmental. Often, it’s about saving money.
Consider what these two Gen Zers have to say:
“I use second-hand apps and sites a lot. I just became more aware, I think. For clothes,it’s a lot cheaper if you have to buy something second-hand versus something new, so that’s a factor as well.” Emily, 18
“In general, I would say I go after the cheapest option. I try to buy as much sustainable food as possible but that’s expensive.I don’t buy a lot of meat but mostly because it’s expensive.” Thomas, 21
Source: Opeepl Youth Pulse Study Wave 2 (Q2 2024)
Wave 5 (Q1 2026) data on purchasing second-hand clothing confirms this: cost savings and affordability (57%) is by far the top motivation, well ahead of sustainability and environmental concerns (31%). Finding unique or vintage pieces (36%) also outranks sustainability as a motivation.
Cost savings and affordability is the top motivation for buying second-hand clothing among young consumers, named by 57%.
These examples highlight that for Gen Z and younger millennials, sustainability may be a secondary benefit rather than the primary motivation.
5. Few Actively Prioritise Sustainable Products
Our research shows that only 17% of young consumers actively seek out sustainable products when making purchasing decisions. While nearly half (48%) consider sustainability, other factors like price, brand loyalty, and convenience often take precedence (Opeepl Youth Pulse Study Wave 3, Q3 2024).
17% of young consumers actively seek out sustainable products when shopping.
Another 24% think sustainability is important in theory, but admit it doesn’t always guide their buying habits, and 11% don’t consider sustainability at all when they shop (Opeepl Youth Pulse Study Wave 3, Q3 2024).
6. Values On Paper, Different Story At Checkout
The say-do gap shows up clearly in actual purchasing behaviour. 32% of young consumers who say that sustainable consumption is important to them buy from SHEIN — a brand widely criticised for its environmental footprint — nearly identical to the 34% of the total sample who do the same, suggesting environmental attitudes barely move the needle on fast-fashion purchases (Opeepl Youth Pulse Study Wave 1, Q4 2023).
The paradox isn’t limited to the fashion category though—a similar trend can be seen in personal care. Consider the case of Sephora. The cosmetics giant has invested heavily in sustainability initiatives, such as eco-friendly packaging. However, our research shows no significant difference in purchasing behaviour between young consumers who consider themselves environmentally responsible (25% buying the brand’s products) and the general youth audience (27%) when it comes to purchasing Sephora products (Opeepl Youth Pulse Study Wave 1, Q4 2023).
31% of young consumers who say sustainable consumption is important to them buy from Temu — almost identical to everyone else.
We ran the same reality test with Temu, the fast-growing marketplace criticised for its environmental footprint: Gen Z and younger millennials who rank sustainable consumption among their top causes are more worried about shopping on Temu than everyone else on every issue we asked about — but just as likely to shop there. See the full breakdown of Gen Z's Temu concerns and shopping habits (Opeepl Youth Pulse Study, Wave 3, Q3 2024).
Business Implications: Navigating the Gen Z and Younger Millennials Market
For brands targeting Gen Z and younger millennials, sustainability might not be the magic key to winning over this audience. Here’s how you can better connect:
Shift Your Focus: It is not imperative for sustainability to be the centrepiece of your marketing if you want to appeal to Gen Z and younger millennials. Instead, emphasise other product benefits such as well-being, convenience, or affordability.
Price is Key: With cost being a significant barrier, offering competitive pricing is essential. Consider expanding your product range to cater to different budgets, and implement promotional strategies that resonate with young consumers.
Be Transparent & Educate: If you do highlight sustainability, make sure your messaging stands out. Offer clear, transparent information about your sustainability practices and educate Gen Z and younger millennials on how to identify genuinely eco-friendly products.
In summary, while sustainable consumption does matter to Gen Z and younger millennials, it’s not their top concern. Brands should consider this when crafting their marketing strategies, balancing sustainability with other priorities that resonate more deeply with this generation.
Discover more trends among 15-30 y.o. in Youth Pulse Report
Opeepl Youth Pulse is a bi-annual study that keeps pulse on the latest developments in the youth market. Discover key youth trends in consumer confidence, media habits, attitudes, values, and four major categories: Food, Beverages, Fashion, and Personal Care.