Gen Z and Millennials Want a Sustainable Life — And Brands That Help Them Live It

For Gen Z and millennials, sustainability isn’t an optional lifestyle choice — it’s a non-negotiable. And if companies don’t step up, these generations have no problem stepping away.

According to 3BL’s Q2 2025 report, Say Less, Risk More: Sustainability Silence is Undermining Trust, 56% of U.S. consumers — including a strong majority of younger Americans — say sustainability is important in their everyday behaviors. They’re looking for brands that make it easier to live those values, from sustainable product design to social equity commitments.

And they’re willing to vote with their wallets: 73% believe their purchasing choices can influence corporate behavior, and they will shift spending to companies that demonstrate genuine action.

Sustainability and DEI Are Linked in the Minds of Young Consumers

For younger consumers, environmental responsibility and social equity are part of the same conversation. The Q2 report shows 80% of Americans prefer to shop at companies that continue to support diversity, equity, and inclusion (DEI) initiatives, even amid political pressure to scale them back.

They aren’t hung up on whether companies use the term “DEI” or adapt the language — what matters is the substance of the work. When companies back away from these commit

ments, boycotts and backlash can follow. The report cites real-world examples where rollbacks have cost brands billions in lost sales.

The Risk of Silence

Some companies are choosing to “greenhush” — scaling back their sustainability communications to avoid controversy. The report shows a nearly 10% drop in media mentions of leading U.S. companies’ sustainability work in early 2025.

But the data makes one thing clear: silence is riskier than speaking up. Over a quarter of consumers assume companies that don’t share sustainability updates aren’t doing anything at all. And trust is already fragile, with 23% saying they “rarely” or “almost never” believe corporate sustainability claims — up from 15% just 18 months ago.

How Brands Can Build Trust with Younger Generations

The report identifies three key drivers of consumer trust:

1. Clear, verifiable data — Show the numbers, not just the slogans.
2. Consistency over time — Sustainability can’t be a one-off campaign.
3. Transparency about challenges — 44% of consumers think more highly of companies that share their failures alongside successes.

Younger consumers expect brands to act as partners in their sustainability journey — helping them make more sustainable choices, while also holding themselves accountable for environmental and social impact.

Bottom Line

Gen Z and millennials are aligned on living sustainably and expect brands to help them get there. They won’t hesitate to redirect their spending to companies that keep their commitments — whether that’s in climate action, fair labor practices, or DEI.

In 2025, walking the walk is essential. But for these generations, talking about it — with evidence, consistency, and honesty — is just as important.

Want to stay ahead of what matters most in the ESG space? Click here to see every point noted here and more in our 2025 Second Quarter Report by clicking here. 

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