Zoomers — or Gen Z — are the demographic born between the late 1990s and early 2010s. They’re the first generation to grow up with the climate crisis not as a distant concern but as part of everyday life. That reality shapes what they expect from brands — and how they spend their money.
Back in 2019, Bloomberg’s analysis of United Nations data showed that Gen Z had already surpassed Millennials in size: 2.47 billion people, making up 32% of the global population. That’s a massive consumer force.
What the numbers say
- 90% of Gen Z consumers are willing to pay more for products with sustainable packaging (2023 Buying Green Report, Trivium Packaging)
- 52% have actively sought out sustainably packaged products in just the past six months (The 2025 Sustainable Packaging Consumer Report, Shorr)
- 25% of high-income Gen Z are ready to pay “a lot more” for sustainable packaging — compared to just 1% of high-income Gen X (McKinsey)
- 73% are committed to supporting sustainable brands and many are already paying that premium (The State of Consumer Spending, First Insight)
The pattern is clear: this generation puts its money where its values are.
Why packaging matters
Packaging isn’t neutral anymore. It’s the storefront of your product and the first real touchpoint with your customer.
If packaging feels wasteful, credibility is lost in an instant.
If it feels thoughtful and low-impact, it becomes a trust signal — and often a shareable moment on social media.
For Gen Z, unboxing isn’t just about opening a product. It’s about alignment with their values.
Turning values into action
At S.Lab, we see this shift firsthand. That’s why we craft packaging from mycelium and hemp waste — materials that disappear back into the soil in just 30 days.
Our solution performs like polystyrene, but:
- saves 12 liters of water per kilogram produced
- prevents 6 kilograms of CO2 emissions
- and leaves zero waste in landfills
It’s proof that sustainable choices can be both high-performance and planet-friendly.
The takeaway
Gen Z is the largest generation alive today, and they’re choosing products that reflect their values. For brands, this isn’t a niche — it’s the market. Packaging is the first page of that story.
Want to win Gen Z hearts and turn sustainable choices into authentic brand love? Let’s connect.
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