From Anxiety to Agency: What Gen Z’s Sustainability Dilemma Means for Brands

And how our industry can respond.

By Angela Wallace, Founder, AWIA

If you work in consumer brands, you’ve probably noticed a paradox: Gen Z cares more about climate change than any generation before them—yet their actual engagement with sustainable products and behaviors is declining. A new report by BBMG and GlobeScan, “From Anxiety to Agency,” dives deep into this dilemma, revealing why so many young people feel stuck and what brands can do to help them move from overwhelm to action.

The Gen Z Dilemma: Caring Deeply, Acting Less

According to the research, 80% of Gen Z globally feel personally affected by climate change, and 60% in the US are “extremely worried” about environmental harm. Yet, a staggering 77% of Gen Z in the US are “inactive or indifferent” when it comes to sustainable behaviors. Why? The answer isn’t apathy—it’s anxiety. Gen Z is bombarded by headlines about climate crisis and social injustice, leading to paralysis rather than empowerment.

Four Mindsets, One Crisis

The report identifies four Gen Z mindsets:

• Enthusiasts: Highly engaged, looking for new sustainable products and experiences.

• Minimalists: Focused on reducing personal consumption, often for financial reasons.

• Anxious Inactives: Care deeply but feel powerless and overwhelmed.

• Indifferents: Disengaged, skeptical that individual actions matter.

The largest group? “Anxious Inactives”—those who want to do better but don’t know how, or feel their actions won’t make a difference.

The Hidden Opportunity

Here’s the twist: when surveyed, two-thirds of Gen Z who didn’t buy a sustainable product last month say they would have if barriers like price, knowledge, or availability were removed. The desire for better choices is real. The challenge is making those choices accessible and meaningful.

Five Ways Brands Can Win Back Gen Z

Drawing on psychology and social science, BBMG and GlobeScan outline five principles to help brands move Gen Z from anxiety to agency:

1. Lead with Truth
   Be radically honest about challenges and progress. Transparency builds trust and opens the door to creative solutions.

2. Make Power Personal
   Show young people how small, immediate actions can add up. Celebrate progress, not just perfection.

3. Create Connection Loops
   Make sustainability social. Gen Z craves community—think sharing, swapping, and collective action, not just individual responsibility.

4. Invite Joy
   Sustainable living shouldn’t feel like a sacrifice. Highlight the positive: health, joy, creativity, and connection.

5. Weave New Stories
   Move beyond doom and gloom. Tell stories that honor Gen Z’s reality but also inspire hope, agency, and collective purpose.

What This Means for Founders and Brands

Gen Z’s desire for sustainable products is real—two-thirds who didn’t buy sustainably last month say they would have if price, knowledge, or availability weren’t barriers. The opportunity for brands isn’t just in having sustainable values, but in making those values accessible at every step of the customer journey.

Here’s how brands can truly connect with Gen Z and drive impact:

• Make Sustainable Choices Affordable:
  Price is a major barrier. Brands that offer accessible pricing, transparent value, and creative options (think: refill, rental, or repair models) will win trust and loyalty. It can’t cost the earth, to save it.

• Educate and Empower:
  Gen Z wants to make informed choices, but “sustainability” can feel overwhelming or confusing. Share clear, honest information—about your products, your impact, and how small actions add up. Empower your community with data resources, not just marketing.

• Meet Them Everywhere—Omnichannel is Everything:
  Gen Z expects to find sustainable options where they already shop, whether that’s online, in major retailers, or local boutiques. Omnichannel distribution isn’t just a sales strategy—it’s how you make sustainable choices visible and convenient.

• Partner for Circular Impact:
  The right retail partners can help you deliver on your sustainability promise. Seek out those committed to circular economy models—with responsible public facing climate and waste commitments—to amplify your reach and make it easier for Gen Z to act on their values.

• Lead with Integrity:
  Authenticity is non-negotiable. Be transparent about your progress and your challenges, and invite your customers into the journey. Share why it’s hard to make changes as a brand, and how their choices can help.

At AWIA, we help brands move from intention to action by making sustainable choices easy, accessible, and everywhere. The future belongs to those who remove barriers and build real bridges between brand values and everyday buying decisions.

Want to dive deeper into Gen Z and sustainability?

Schedule a call with Ange to discuss how we partner with brands and can support sustainable growth with Gen Z consumers.

This article was authored with the support of AI tools, which help our small business thrive.