Gen Z – The Future Ethical Shoppers?

Recent research has shown that Gen Z (those aged 12-27) is rewriting the rules of retail. With more purchasing power and louder voices than ever before, this generation expects more from brands – more transparency, more action on sustainability and more ethical accountability. For businesses that want to stay relevant and trusted, aligning with these values is no longer optional.

As the first truly digital generation, Gen Z is now wielding significant buying power. But unlike previous generations, they’re not just looking for deals – they’re looking for more. This generation expects brands to:

• Be environmentally responsible
• Stand up for social issues
• Provide transparent, ethical supply chains
• Offer seamless digital and physical experiences

In fact, 73% of Gen Z consumers say they are willing to pay more for sustainable products [1], and 34% believe brands should be boycotted for failing to act on environmental or social concerns [2].

Sustainability Isn’t a Bonus – It’s a Baseline

A brand hoping to attract this audience must embed sustainability into everything they do, not just their messaging.

Ethical brands like Neal’s Yard Remedies and Green People are great examples, both of which have our Ethical Accreditation. Neal’s Yard has long championed organic ingredients, ethical sourcing, and carbon-conscious packaging, even becoming the first health and beauty brand to be certified carbon neutral. Green People sets the standard for ethical cosmetics – using natural, cruelty-free ingredients, avoiding harsh chemicals, and maintaining a strong stance on animal welfare.

These aren’t just marketing tactics – they’re real commitments that resonate with Gen Z’s demand for transparency and integrity. Earning Ethical Accreditation from The GOOD Shopping Guide signals that your brand meets the high ethical standards this generation expects, helping you build lasting trust with these socially conscious consumers.

Sources: [1] First Insight, [2] Mintel

For 25 years, The GOOD Shopping Guide has been the trusted authority on ethical and sustainability ratings. Millions have used the comparison tables to identify brand scores on all sustainability, animal welfare and fair trade issues. Our Ethical Accreditation formally endorses those brands that reach our ethical benchmark standard. This is held as a badge of honour by 150+ companies including Octopus Energy and Aviva. This makes complex ethical choices easy for consumers, employees and businesses.