Gen Z - the conscious buying generation
Here at The Good Crowd, we’re experts in helping brands to define and tell their own story. If sustainability and purpose are big chapters in that story, then Gen Z consumers should be at the heart of your brand’s marketing strategy.
So, who are Gen Z? Also known as iGen, Gen Zers were born between 1997 and 2012. Now aged from 11 to 26, this generation are a socially conscious, environmentally aware and tech-savvy bunch. Understanding Gen Z’s motivations, and expectations, is fundamental for all mission-driven food and drink businesses.
This is a generation of young people raised against the backdrop of the climate crisis, with more access to information than ever before. A greater awareness of what’s happening in the world around them has led to a marked shift towards more conscious buying habits. Gen Z look for sustainability, ethical production and social responsibility when making their buying choices.
Research indicates some fascinating emerging trends around these habits:
According to B Lab They’re more inclined to seek out and buy from a B Corp
Gen Z is the most digitally connected generation. Easy access to information means young people expect transparency from brands. They want to know how products are made, where materials are sourced, and what impact the company has on people and the planet. Confident, honest communication around sustainability cuts through to this audience.
They’re also more likely to trust brands that walk the walk, not just talk the talk, on ethical, social and environmental business practices. B Corp businesses have been through a rigorous third-party assessment and this mark of approval seems to really mean something to young people.
Research conducted by VYPR in March 2023 found awareness of B Corps is highest among the 18 to 34 age group and that the brand is more accessible to younger generations. Of all age groups surveyed, it was Gen Z and younger Millennials who were most likely to agree that they actively seek out and purchase products from B Corps
They’re more likely to drink in moderation or abstain from alcohol altogether
The rise in the number and range of non-alcoholic drinks is, in no small part, down to the changing habits of Gen Z. IGen are more likely than Millennials, Gen X or Baby Boomers to either drink in moderation or abstain from alcohol altogether.
Kantar’s Global Monitor found members of Gen Z are 24% less likely than the total global population to agree that they drink alcohol to maintain or improve mental wellbeing. Instead opting for mood-enhancing food and beverage ingredients. And, though Gen Z may be leading the way on choosing non-alcoholic options, adults of all ages are starting to follow this example. A 2022 report from the Food Institute found a focus on health and wellness is a key motivator for people to reduce their alcohol intake, whether its to improve health, manage weight, reduce risk of disease or simply to avoid a hangover.
Changing attitudes to alcohol have prompted beverage companies to cater to this growing market. We’re already seeing a boom in appealing, non-alcoholic alternatives, like Caleño’s spirits and cocktails in a can, that don't compromise on taste or style.
Many non-alcoholic drink companies are also aligning with Gen Z's sustainability preferences. Adopting eco-friendly packaging, reducing their carbon footprint, and sourcing ingredients responsibly, further strengthens a brand’s appeal to this environmentally conscious generation.
One prime example of this commitment to sustainability is Seedlip. Their gift packaging is crafted from renewable biomass and mycelium, making it entirely home compostable, with a natural breakdown taking just around 40 days.
Another exciting development in the non-alcoholic beverage industry is Quarter, which offers expertly crafted 12% ABV spirits designed specifically for light cocktails.
Even celebrities like Blake Lively have jumped at this trend, launching her own non-alcoholic drinks company named Betty Buzz
The opportunities these trends offer for purpose-driven brands are enormous. We’d love to hear from you, whether you need support with your brand proposition and strategy or would like to find out more about becoming a B Corp.