Per this article and has been reported via many studies recent years, Generation Z (born between 1995 and 2009) are especially sensitive to greenwashing and shun companies that exaggerate their sustainability commitment.
Gen Z actively observes, evaluates and judges companies’ environmental behavior in relationship to its claims.
Per the article, “The message is clear: Gen Z is watching and will not forgive inconsistency. Companies that incorporate sustainability in a real and verifiable way can gain reputation and legitimacy; those that merely feign commitment risk losing credibility.”
Remember, a company cannot make any green, environmental, eco, sustainability, carbon neutral, or net zero claims without being certified and 3rd party verified under a globally respected standard. The claim ties to the standard they were certified under. Any claim without certification and 3rd party verification under a standard is greenwashing.
If you want to satisfy Gen Z, and all others, read this on what you want in a sustainability program, watch this master class, and contact us.