GenZ: The sustainable generation and their expectations of retail

They were the first to grow up with digital media. They have their own ideas about communication, consumption, and ethics. And above all, they want to do everything differently than the Boomers: Those born after 1995 belong to Generation Z. And they are poised to massively change retail.

 

What actually defines a "generation"? It can't be the date of birth alone; it's about much more. Sometimes, drastic events draw a sharp line between the "before" and the "after." But sometimes it happens almost unnoticed. When beliefs, values, and actions take over, separating one generation from its predecessors. The '68 generation sends its regards.

 

GenZ, the generation born after 1995. Just as heterogeneous as all those before it, yet united in certain behaviors. As the first generation socialized with digital media: a key point. They are also united in their disappointment with their predecessors, the so-called Boomers, who, despite the incredible opportunities they had, left them a world that hasn't gotten any better.

 

Some react with extremism, others with withdrawal. But many are reflecting on, exploring, and redefining values, and they are anything but conservative in doing so. Sustainability is one of these values—even under the pressure and fear triggered by climate change.

 

Sustainability desired – but please verifiable

 

This approach is highly relevant for retail, as purchasing behavior is undergoing a profound transformation. However one defines sustainability, for Gen Z it has become a decisive criterion for whether a product is purchased or not. One thing we should not forget: Gen Z is not an isolated phenomenon, but also a multiplier for other generations. According to a 2023 study by the PR agency Edelman , 68 percent of 43- to 58-year-olds stated (or acknowledge) that Gen Z influences their communication preferences with brands. A desire is evident across all age groups: 64 percent of 18- to 42-year-olds and 60 percent of 43- to 58-year-olds would like companies to communicate their respective values ​​more aggressively. And if they don't, the suspicion simmers that the company has something to hide.

 

Added to this is a massive increase in media literacy. Gen Z may read fewer books (which is justifiably regrettable), but they navigate quickly and competently through the vastly expanded range of media, especially on social media. And there, credibility is crucial. Companies, brands, and retailers that make false (sustainability) promises are quickly exposed on social media – in front of an audience of millions.

 

Gen Z has been bombarded with enough promises that ultimately didn't deliver to make them suspicious. A minority reacts by no longer believing anything. But the majority simply wants to see evidence of the promises. And then they're willing to spend money.

 

Comfortable and green: Can they go together?

 

Another important consumption criterion: convenience. Gen Z wants to shop in an environmentally sustainable way, but convenience plays an equally important role. The negative consequences of convenience are well known. Above all, a dramatic increase in packaging waste, including microplastics in the world's oceans.

 

Meeting both needs—sustainability and convenience—simultaneously presents manufacturers and retailers with major challenges. There aren't many products that bridge this gap.

 

A new washing powder meets both expectations

 

Some, however, manage to strike a balance. EccoClean, for example, is a sustainable washing powder in sustainable packaging.

 

· What makes EccoClean sustainable? Developed in Switzerland, this washing powder contains no additives such as fillers or flow agents, making it significantly more environmentally friendly than most of its competitors. Seven grams are packaged in paper sticks that dissolve completely without residue within seconds upon contact with water. Seven grams is exactly the amount needed for a full washing machine load—making common overdosing a thing of the past. Each 24 sachets are contained in a cardboard box that is disposed of with waste paper. Washing clothes with EccoClean therefore leaves no microplastics behind. The Swiss start-up has, of course, backed up its sustainability promise with several renowned certificates.

 

· What makes EccoClean convenient? EccoClean is as easy to use as possible. Consumers simply insert the washing sticks into the washing machine drawer or drum. This also eliminates skin contact, which is important for people with sensitive skin or contact allergies. The small, lightweight outer packaging is also ideal for the growing number of single-person households, who are often forced to buy large quantities. The number of city dwellers without a car is also growing. For them, EccoClean is significantly easier to transport than the usual large detergent units.

 

If you're curious now, we look forward to telling you all about EccoClean.

 

7 Marketing Tips: How to Reach GenZ on Social Media

 

Gen Z isn't a homogenous group. However, there are certain behavioral patterns that the majority of this generation shares. These patterns may not always appeal to previous generations—but they are the key to marketing success.

 

1. Be authentic!

 

Advertising and marketing don't always tell the truth. However, untruths certainly won't get you far with Gen Z. This generation places great value on authenticity and has developed a keen sense for when brands are putting on a show. Retailers who claim to be committed to sustainability, CSR, or social responsibility must expect these claims to be questioned. Therefore, the most important rule: Stay authentic!

 

2. Don’t underestimate social media!

 

Traditional channels haven't lost their importance. But the world of GenZ takes place largely on social media. Whether you welcome this or not, the fact is that channels like Instagram, TikTok, Snapchat, or Pinterest are extremely powerful. This offers a unique opportunity to connect with users and understand their needs. Learn the specific rules that apply here! Learn from your competitors and leverage GenZ's most important media!

 

3. Use influencer marketing!

 

Influencers have essentially always existed. However, with social media, they reach a reach that was previously unimaginable. Micro- and nano-influencers are particularly interesting in this regard: people who, due to their expertise, possess high credibility within a more or less narrowly defined target group and who are therefore greatly trusted. Hidden stars you can leverage for very specific campaigns at comparatively low cost – provided your message is authentic.

 

4. Focus on storytelling!

 

Gen Z definitely wants to know what you offer. But above all, they want to know why you do it. No matter how good your brand, product, or service is, if the message is backed by values ​​and an emotional story, then the message will resonate. Tell stories instead of just providing information!

 

5. Keep it short!

 

GenZ's attention span is often criticized. However, their ability to process information is often underestimated. The fact is that marketing through expansive storytelling is becoming less and less effective. So keep it short, use memes, GIFs, videos, and powerful images. GenZ has learned to decode them.

 

6. Use humor!

 

Admittedly, you can't convey all content humorously. But almost all of it! Gen Z loves humor, and it can certainly border on politically correct. Surprise this target audience and respond to current trends or viral topics! Making people laugh can be half the battle.

 

7. Emphasize sustainability!

 

"Sustainability" is unfortunately an overused term, and decades of greenwashing have made it suspect. But the fact is that, according to all surveys, Gen Z is a generation for whom sustainability is a key consideration when making purchasing decisions. Are you acting sustainably? Then demonstrate it and use it aggressively in your marketing! You only have to fulfill one requirement: Be honest!