Trends
Conscious Consumerism Is Now Driven by Two Forces: Practical Value and Gen Z's Values
Conscious consumerism is now driven by two distinct forces: mainstream consumers seeking practical value in sustainable options due to affordability and durability, and Gen Z shoppers willing to pay a premium for brands aligning with their personal, social, and environmental values. Brands must cater to both these currents to succeed.
Camille Rousseau·April 1, 2026
