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  • How can going green be good for brands?
  • How can going green be good for brands?
    Jeremy Thomas (2017) ©

How Gen Z expect brands to address climate change

While nearly three-quarters of Gen Zers are willing to pay more for eco-friendly products, they are also a critical and discerning audience. In the second of a two-part report, we explore how members of this cohort expect their favourite brands to fit in with their sustainable ambitions.

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“Green is the new cool,” claims Aneesh Goel, a 16-year-old student and chairman of iDEA in California. “Gen Zers feel like they are a part of the change when they buy products that help sustain the environment or improve the lives of others.” He adds that renewable energy products are appealing and that Tesla is particularly aspirational for his generation as it’s “the ideal stylish car to buy.” [1] Nick Sawicki, the 16-year-old editor-in-chief of the Atlas Business Journal, agrees; “Though not quite a member of our generation, Elon Musk and his Tesla ...



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    How Gen Z live sustainably

    Gen Zers may use the web to share memes and post their meals, but their exposure to social media and 24/7 news means they’re also well aware of major global issues like climate change. In the first of a two-part report, we explore how sustainability has become a way of life for this cohort.

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    Can a sustainable diet save the planet?

    The global shift to a Western diet rich in meat and dairy is putting unprecedented pressure on the planet to feed a growing population. Could a more sustainable diet resolve health and hunger crises around the world? And would people really be willing to switch to a greener menu?

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    Give a shit! The science of brand values

    There's one rule that explains how trends catch on; visibility. And more than half of us are now willing to pay more for products that are visibly socially responsible. Professor Lynn Kahle, who studies brand values, explains to Canvas8 why a brand’s values matter and how they influence people.

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    H&M: fast fashion meets ethical accolades

    In 2015, Swedish fast fashion giant H&M was named one of the world’s most ethical companies thanks to its extensive sustainability efforts. But in an industry built on cheap thrills, can the rush of buying new stuff ever sit comfortably with the ethical responsibility to slow down consumption?