But what is really more important to younger audiences: being vegan, or being viral? Members of Generation Z are often hailed as more sustainable, eco-conscious consumers, but the reality is a lot more complicated. Research by McKinsey suggests that the cost-of-living crisis has eroded Gen Z’s willingness to purchase sustainable products, and that all age groups prioritise price, quality and convenience instead. Another survey found that the group is more likely than any other generation to place value in low costs over an environmentally-friendly product. 

Much is made of Gen Z members’ strong moral values, but their concerns about climate change and social justice don’t always translate into purchasing behaviours. They are voracious consumers of fast-fashion brands with deeply unethical practices (there is a whole TikTok sub-genre of “clothing hauls”, where content creators show off their recent purchases, many of which are never worn or thrown away after one use). Zoomers are travelling (and flying) more than previous generations; they are the least likely generation to recycle; and while 60% say a brand’s sustainability is important to them, only 20% actively seek out that information. 

This cognitive dissonance is a problem for brands like The Body Shop, which can’t compete with online retailers on price points but are not quite valued enough that consumers can justify the premium. For example, from 2021 The Body Shop launched refill stations in hundreds of its stores, which may have appealed to people’s social sensibilities, but not their price-sensitive pockets. The company tried other initiatives: discontinuing face wipes, expanding its refill programme to make-up, creating a Wellbeing of Future Generations Bill. Yet nothing beats the cult of convenience, or the lure of a celebrity influencer gushing about a beauty product whilst simultaneously using filters, ring lights and other editing tools. High-street brands don’t stand a chance.