Planet over profit: Gen Z's rulebook for brands
ET Snapchat Gen Z Index
, 86% of young Indians aged 18–28 now say they value brands that actively demonstrate their environmental impact. That's significantly higher than the average of 79%, giving an impression that now eco-consciousness has moved from a 'nice to have' to a 'non-negotiable.'
What's striking is how this eco-consciousness translates into action. The survey shows that 85% of Gen Z are willing to pay more for environmentally friendly products, while 91% say they are prepared to invest their time and money in causes they support. A further 89% actively seek out ethically sourced,
sustainable brands
, and 91% believe it's important for companies to demonstrate clear awareness of their impact on the planet.
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This shift isn't just philosophical. It's practical. Gen Z is filtering purchase decisions through a sustainability lens. They are screening brands for climate clarity, homegrown authenticity, and meaningful social responsibility. And if a label doesn't walk the talk? They're likely to walk away.
Conducted by Kantar across metro cities like Mumbai and Delhi as well as Tier 1 towns like Jaipur and Patna, the survey reflects how personal values are now central to Gen Z's consumer behaviour. Whether it's fashion, food, tech, or skincare, Gen Zers are guided by purpose. Over 85% say they take pride in supporting Indian brands.
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This generation is not just proud. They're participatory as well. Social media plays a huge role in amplifying green choices, with 89% using platforms to share opinions, and 85% following trend-focused pages for the latest finds. In this digital-first world, brands that greenwash are quickly found out. Authenticity, not aesthetics, is the real currency now.
Also Read|
What Gen Z really wants: Local labels, global dreams, and AI that saves time
The demand for climate-conscious brands is rising in parallel with their awareness of tech. AI and AR are now part of their daily decision-making toolkits. But again, utility outweighs novelty. As the survey puts it, 'I don't need AI to blow my mind. I just need it to save me time.' It's a practical mindset. The same one that drives them to evaluate brands not just by what they sell, but by what they stand for.
The Kantar data shows a clear behavioural uptick in the last three months: more Gen Zers are actively seeking lesser-known and homegrown sustainable brands, with 85% saying they're more open to discovering niche labels. That's a big nudge for legacy giants, evolve your sustainability game or risk losing relevance.
This isn't about ditching global brands entirely. In fact, 67% of Gen Z still aspire to own international luxury products. But they're demanding those brands reflect their values diversity, inclusivity, and climate action. Sustainability isn't just a checkbox, it's a competitive edge.
In short, green is no longer a branding exercise. It's the new black and brands that fail to understand this Gen Z code risk becoming yesterday's news.
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