Communicating ESG to Gen Z
Nico Bryan, 3 February 2023
It’s often said that Gen Z care most about the environment because they’re the ones who are going to have to deal with the ramifications of global warming. This is true, but are brands and businesses really so short-sighted (and inconsiderate) as to act with complete disdain for future generations? I’m not so pessimistic.
Gen Z are concerned primarily because even now – in the face of impending doom – the attitudes of businesses and brands towards planetary preservation can seem perfunctory at best.
“Indeed, 88% of Gen Z don’t trust brands’ environmental, social or governmental claims.”
Indeed, 88% of Gen Z don’t trust brands’ environmental, social or governmental claims.
Sure, Gen Z want to see brands act with urgency, but equally, most know that this change isn’t going to happen overnight.
The reality is that most companies will need to make a seismic shift in the way they act to get close to carbon neutral. Obviously, the quicker this is achieved, the better – but any attempt to get here will be appreciated. And for what it’s worth, it’s obvious that many brands do actually care. But because ESG is now so important to younger audiences and reactive investors, the ESG strategy of many brands now frequents the liminal space between a hygiene factor and a mad rush to look truly progressive (sometimes disingenuously). That said, this isn’t necessarily a bad thing.
To Gen Z, inaction is inadequate. To lie about your credentials though, that’s maybe worse. Gen Z’s sense of urgency, combined with their digital presence, means that they’re sophisticated consumers. They’re happy to pull apart vague platitudes and prepared to out any brand caught greenwashing or engaging in tokenism: a couple staccato taps of a thumb on their social platforms and distaste for a brand can proliferate like a raging wildfire.
“What is really appreciated by Gen Z is authenticity, transparency and even vulnerability.”
What is really appreciated by Gen Z is authenticity, transparency and even vulnerability. For a brand to think and speak introspectively, to act personably, and commit consciously. Take CocoKind, a brand disrupting status quo in the beauty sector. They’ve taken plaudits from Gen Z for their transparency – they aren’t perfect, and they know this. While embarking on their journey to sustainability, CocoKind explained: ‘This has already been a huge learning process for us… [and] this is not the end result for our work on sustainability… thank you for your patience and support.’ It’s even short messaging examples like this – human, honest, and cooperative – that demarcates Cocokind as a compelling case study for communicating ESG to Gen Z.