Sustainable Shoppers
Gen Z who prioritize environmental responsibility in purchasing decisions
Demographics
age range
18-26
gender skew
slight female
income band
middle-upper
location bias
urban
Psychographics
Core Values
environmental responsibilitytransparencyethics
Motivations
planet protection, future generations, authentic values
Media Habits
Primary Platforms
InstagramTikTokReddit
Brand Affinities
Loved Brands
- Patagonia
- Allbirds
- Lush
Rejected Brands
- fast fashion
- greenwashers
Marketing Implications
Do
- ✓Prove sustainability claims
- ✓Be transparent
- ✓Show real impact
Don't
- ✗Greenwash
- ✗Ignore supply chain
- ✗Overprice
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