Sustainability Mindsets of East Asia’s Gen Z

Published 10 November 2022

Author
Emilia Morano-Williams
2 min read

How are Gen Zers in China, Japan and Singapore practising sustainability? We distil recent surveys to share how these cohorts integrate eco-minded behaviours into their daily lives.

  • China: In China, 15% of Gen Zers say they already purchase mostly sustainable products (Credit Suisse, 2022). Electric vehicles (EVs) and eco-minded clothing are key strengths: 50% of China’s young car owners saying they already own an EV and half say they’re willing to buy less fast fashion (Credit Suisse, 2022).

    As China’s youth employment falls, brands should look to cost-effective second-hand items: China’s market for second-hand goods doubled between 2016 and 2020, reaching $145bn (McKinsey, 2021).

  • Singapore: A study from Singaporean bank OCBC suggests that Gen Zers are less eco-minded than older generations. They’re continuing to buy fast fashion, use air conditioning round the clock and avoid recycling because it’s inconvenient.

    Yet, other studies underline that Singapore’s Gen Zers aren’t eco-ignorant. In 2021, 51% of them said they’d pay more for sustainable products, a 7% increase from 2020 (UOB, 2021). And 42% plan to consider their carbon footprint when booking their next trip (YouGov, 2022). But brands should watch costs, as research into sustainable housing suggests that Gen Zers want to embrace eco-minded homes but are getting priced out.

  • Japan: Among Japan’s Gen Z, approximately 52% say they aim to buy products that are environmentally friendly and nearly 70% intend to purchase long-lasting ones (Statista, 2022). Meanwhile, roughly 53% of teens and 32% of twentysomethings say they understand the UN’s sustainable development goals (Dentsu, 2022).

    Apps like Kammeko help young consumers implement eco-minded actions. Launched in December 2021, the app gives users points when they make an environmentally sound purchase. The app has a sustainable business directory and features challenges to kick-start positive habits.

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