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As Gen Z defines the types of products that resonate with them, brands like Allbirds and S’well have stood out for their sustainable sneakers and water bottles. Those products partially derive their value from sustainability and eco-friendly materials, which young individuals have increasingly favored.
A 2017 study from NDP Group found that Gen Z is willing to spend as much as 10 to 15 percent more on sustainably produced clothing. Meanwhile, a Nielsen study from 2015 found nearly three-quarters of 15- to 20-year-olds would pay more for a sustainable product, compared to just 51 percent of Baby Boomers.