Gen Z in India now drives change, not just follows trends. They prioritize environmental and social causes in their purchases. Many are ready to pay extra for eco-friendly items. They actively back brands aligned with their values. While deal-conscious, they balance cost with ethical considerations. Online platforms boost green choices. Brands must embrace sustainability to connect with this influential group.
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Gen Z in India is no longer just chasing trends — they are leading change. According to ET Snapchat Gen Z Index’s first quarter report, environmental responsibility and social causes are becoming central to their purchasing behaviour. The ET Snapchat Gen Z Index was mapped to record changes over a 3-month period.
From paying more for eco-friendly products to actively supporting brands that align with their values, Gen Z’s choices show a strong move from style statements to conscious consumption.
A significant 84% of Gen Z surveyed said they are willing to pay more for eco-friendly products. This trend reflects a strong shift from earlier years when price sensitivity often outweighed ethical considerations.
The willingness to invest in sustainable products shows that Gen Z is prepared to support brands that contribute to environmental causes, even if it means spending extra. Brands that showcase genuine efforts in sustainability are likely to earn long-term loyalty from this demographic.
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From awareness to active support The findings, powered by Kantar, also reveal that 54% of Gen Z consumers actively support causes they believe in. This includes not only advocacy but also choices in everyday spending.
Brands associated with social responsibility — whether in environmental conservation, inclusivity, or ethical sourcing — are increasingly preferred. For Gen Z, social and environmental consciousness is not a marketing add-on; it is part of their decision-making process.
Conscious consumption: Balancing price and purpose While Gen Z remains deal-conscious (with 50% researching best offers before buying), they balance cost with causes they care about.
The study notes that Gen Z shoppers combine value-seeking behaviour with responsibility, indicating a shift towards "value plus values" purchasing. This dual focus means that while competitive pricing remains important, ethical practices give brands a competitive edge.
Digital Influence: How online platforms amplify green choices With Gen Z heavily relying on digital channels, online communities play a major role in amplifying green and ethical consumption trends.
The study shows Gen Z actively uses social media not just to follow brands but to engage with movements and peer recommendations around sustainability. Authentic storytelling about a brand’s social impact resonates far more strongly than traditional advertising.
Opportunities for brands Indian Gen Z is moving from passive buyers to active changemakers. Their growing preference for eco-conscious and cause-driven brands signals a major transformation in the market. For brands, matching these expectations is no longer optional — it is essential for future relevance.
The ET Snapchat Gen Z Index suggests that brands must embed sustainability into their core business practices, not just surface-level messaging. Gen Z consumers are quick to spot insincerity.
Brands that invest genuinely in eco-friendly initiatives, ethical sourcing, and transparent operations are better positioned to build lasting relationships with this influential group.
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