A recent report from Savanta has found that Gen Z consumers are less likely to engage in sustainable actions when it comes to grocery shopping, compared to the ‘Boomer’ generation.
Savanta’s Grocery Eye (Q3 2024) noted that while environmental concerns are often associated with younger generations, many Gen Z consumers feel that the personal benefits of taking sustainable action on certain matters are not strong enough.
Some 50% of Gen Z consumers say they adopt sustainable behaviours to benefit themselves, higher than any other reason cited, Savanta’s data found. This contrasts with Boomers, who may be driven more by broader environmental concerns, community impact, or long-standing habits.
Some of the top actions where Boomers are more proactive from an environmental standpoint include using reusable bags, where 75% of Boomers reported doing this, compared to only 39% of Gen Z; minimising potential waste – 58% of Boomers actively reduce waste, whereas only 29% of Gen Z engage in this behaviour; buying fresh produce over processed products – 57% of Boomers prioritise fresh options, nearly double the 28% of Gen Z who do the same; and choosing ‘ugly’ or imperfect produce, with 55% of Boomers buying less aesthetically pleasing produce, versus 28% of Gen Z.
Top 10 sustainable actions
While Boomers lead in most areas, Gen Z still shows engagement in certain sustainability actions, although to a lesser extent. Below are the top 10 sustainable actions where both groups were compared:
- Use reusable bags: Gen Z (39%), Boomers (75%)
- Minimising potential waste: Gen Z (29%), Boomers (58%)
- Buy fresh produce (vs. processed products): Gen Z (28%), Boomers (57%)
- Buy produce that is wonky/’ugly’: Gen Z (28%), Boomers (55%)
- Buy in bulk: Gen Z (27%), Boomers (23%)
- Buy produce that is in season: Gen Z (25%), Boomers (52%)
- Buy meat-free substitutes: Gen Z (25%), Boomers (19%)
- Buy goods loose: Gen Z (24%), Boomers (44%)
- Buy Fairtrade products: Gen Z (24%), Boomers (39%)
- Buy products with a lower carbon footprint: Gen Z (24%), Boomers (22%)
‘Talk a good game’
“Generation Z talk a good game about sustainable shopping, but our research suggests that in reality it is older people who are doing the heavy lifting,” Julie Vigne, senior director at Savanta, was quoted as saying. “Across a whole range of behaviours, from recycling to not using plastic, it’s Baby Boomers who are more likely to be taking action, not younger people.”
“There are good reasons for this; aside from anything else, older consumers have more disposable income than younger generations. Baby Boomers can afford to be discerning, whereas Gen Z simply might not have the cash for often more expensive and sustainable alternatives. Younger people are more likely to need to see the personal benefit of sustainable behaviours, such as cost saving, for this reason.” Read more here.
