In 2024, sustainability isn’t just a buzzword—it’s a business necessity. Especially when it comes to Gen Z, brands are quickly realizing that eco-friendly marketing is essential for winning the hearts (and wallets) of this environmentally conscious generation. According to Forbes, 62% of Gen Z prefer to buy from sustainable brands, and 54% are willing to pay more for sustainable products.
So, what exactly is eco-friendly marketing? It’s more than just slapping a green label on a product. It involves genuine sustainability efforts, transparency, and building a brand that is environmentally and socially responsible. In this article, we’ll explore how three companies are nailing the eco-friendly marketing game and why this approach is critical for reaching the next generation of consumers.
Why Sustainability Sells with Gen Z
Gen Z—born between 1997 and 2012—are the first digitally native generation, with a heightened awareness of global issues like climate change. Unlike previous generations, they expect the brands they support to be transparent and genuinely committed to social and environmental impact. According to Nielsen, 73% of Gen Z respondents are willing to pay more for sustainable products, making this group a critical target for eco-friendly brands.
Why does sustainability matter to Gen Z? For one, they have grown up in a world where environmental issues are at the forefront of global conversations. Between raging wildfires, melting polar ice caps, and a global push toward renewable energy, Gen Z is more environmentally aware than any other generation. And they’re using their buying power to push companies toward more sustainable practices.
1. Patagonia: Leading the Charge with Transparency
When it comes to sustainable marketing, few companies do it as well as Patagonia. The outdoor apparel brand has long been a champion of eco-friendly practices, but what really sets them apart is their transparency. Patagonia is known for its commitment to environmental activism and social responsibility, even going so far as to publish information on their supply chain, carbon footprint, and materials used in production.
What Works:
- Bold Activism: Patagonia’s famous “Don’t Buy This Jacket” campaign encouraged consumers to buy less and focus on quality over quantity, reinforcing their commitment to sustainability. This campaign alone generated a 30% increase in sales, proving that even a message telling consumers to consume less can result in brand loyalty and profitability.
- Repair and Reuse: The brand’s Worn Wear program promotes repairing old gear instead of buying new products, further solidifying its eco-conscious image.
Impact:
Patagonia’s sustainable approach has resonated deeply with Gen Z, who prioritize brands that align with their values. The company’s revenues increased by 40% after launching the Worn Wear program, a direct result of engaging eco-conscious consumers.
2. Allbirds: Building a Brand on Sustainability
Allbirds, a footwear company known for its sustainable shoes, is another prime example of eco-friendly marketing that’s winning over Gen Z. The company’s mission is to create comfortable footwear while reducing its carbon footprint. Allbirds goes beyond just using sustainable materials—their entire business model revolves around sustainability and transparency.
What Works:
- Sustainable Materials: Allbirds uses eco-friendly materials such as merino wool, recycled polyester, and sugarcane to create their products. Each shoe comes with a carbon footprint label, letting consumers know exactly how much environmental impact their purchase has.
- Carbon Offsetting: The company has committed to carbon neutrality by offsetting their emissions through initiatives like tree planting and investing in renewable energy.
Impact:
Allbirds’ transparent and authentic commitment to sustainability has earned them a loyal following. In 2022, the company achieved $277.5 million in revenue, a 13% increase from the previous year, largely driven by younger, eco-conscious customers.
Takeaway:
Allbirds shows that by embedding sustainability into the very foundation of a business, companies can create brand loyalty and build trust with Gen Z.
3. ThredUp: Pioneering the Circular Economy
ThredUp, one of the largest online consignment and thrift stores, is taking the fashion industry by storm with its focus on the circular economy. Gen Z is particularly concerned with the fast fashion crisis, and ThredUp is offering them a solution: a way to shop stylishly and affordably while reducing their environmental impact.
What Works:
- Second-Hand Revolution: ThredUp’s entire model is built around buying and selling second-hand clothing. Their messaging revolves around reducing waste and promoting reuse, which appeals to environmentally-conscious consumers.
- Collaboration with Big Brands: In 2024, ThredUp partnered with brands like Madewell and Reformation to create upcycled collections, turning old clothes into new fashion, further boosting its sustainability credentials.
Impact:
According to ThredUp’s 2023 Resale Report, the resale market is growing 11 times faster than the broader retail clothing sector. ThredUp’s revenue surged by 27% in 2023, with a significant portion of this growth driven by Gen Z consumers seeking to buy ethically.
Takeaway:
ThredUp demonstrates that a focus on reuse and resale not only appeals to eco-conscious consumers but also taps into Gen Z’s desire for affordable yet sustainable fashion.
The Role of Transparency in Eco-Friendly Marketing
One key takeaway from brands like Patagonia, Allbirds, and ThredUp is that transparency is critical when it comes to eco-friendly marketing. Gen Z consumers are savvy and well-informed; they won’t fall for greenwashing or vague claims about sustainability. Brands must be open about their practices, materials, and environmental impact.
For example, Allbirds includes a carbon footprint score for each product, allowing consumers to understand exactly how much impact their purchase has on the environment. Similarly, Patagonia is known for its radical transparency, even acknowledging areas where they still have room for improvement. This type of openness builds trust and loyalty with eco-conscious customers.
Actionable Steps for Brands
- Be Authentic: Don’t just say your brand is sustainable—prove it. Share data, reports, and insights about how your company is reducing its environmental impact.
- Offer Sustainable Alternatives: Whether it’s using recycled materials or promoting repair and reuse, giving consumers eco-friendly alternatives is essential.
- Embrace the Circular Economy: Follow in ThredUp’s footsteps by encouraging resale, upcycling, or product take-back programs to reduce waste.
- Make Sustainability Part of Your Story: Brands that embed sustainability into their marketing from the very beginning—like Allbirds—see more loyalty from consumers. Make sure your eco-friendly practices are part of your brand’s core identity, not just a passing trend.
Conclusion: Sustainability is the New “Must-Have”
In 2024, sustainability is no longer optional for brands—it’s the new “must-have” for engaging Gen Z. From Patagonia’s transparency and Allbirds’ sustainable materials to ThredUp’s resale revolution, these brands are proving that eco-friendly marketing not only sells but also builds long-term loyalty.
For brands looking to succeed in today’s eco-conscious market, the message is clear: sustainability sells, but only if it’s genuine, transparent, and embedded in the very DNA of the brand.
References:
- Forbes: Gen Z Consumers and Sustainability
Forbes Article - Nielsen: 73% of Gen Z Willing to Pay More for Sustainable Products
Nielsen Global Sustainability Report - Patagonia’s Worn Wear Program
Patagonia Worn Wear - Allbirds’ Carbon Footprint Labeling
Allbirds Sustainability - ThredUp 2023 Resale Report
ThredUp Resale Report