Ines Imdahl, founder and CEO of the market research institute lönneker & imdahl rheingold salon, has taken an in-depth look at Generation Z. The sobering realization: this age cohort is the least sustainable in its actions. A conversation about why sustainability must follow the pleasure principle.

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Ms. Imdahl, how would you describe Generation Z’s attitude toward sustainability?

We first need to distinguish between mindset and action. For instance, 60 percent of women in this target group say that sustainability is a matter close to their hearts. But when it comes to actual behavior, things look quite different. Various studies show that Gen Z is the age cohort that acts the least sustainably. There is no area in which this group behaves more sustainably than others. Of course, there are individual young people who are highly committed to climate issues. But drawing conclusions about the whole generation from Fridays for Future would be a mistake.

In which areas of life is this lack of sustainability awareness especially apparent among Gen Z?

The fast fashion trend is almost entirely driven by Gen Z. They are the main customers of major polluters like Shein and Temu. At the same time, many young people buy second-hand clothing. But their motivation isn’t sustainability—it’s individuality, the desire to stand out. Otherwise, they would just wear hand-me-downs from friends and family instead of buying clothes flown in from halfway across the world.

What about food and travel?

According to Germany’s Federal Centre for Nutrition, between 2.3 and 6 percent of 14- to 24-year-olds say they are vegan for animal welfare reasons. But that conviction often stops at the kebab stand or McDonald’s. Fifty percent of young men say they would never give up meat and would ideally eat it daily. The same applies to air travel: Gen Z is not willing to make sacrifices. In our studies, 70 percent of older respondents said they intend to fly significantly less in the future, compared to only 50 percent of younger people. They want to travel the world—and would even love to make it their job.

Gen Z is easily unsettled when it comes to sustainable behavior

There seems to be a contradiction between the desire for sustainability and other needs like affordability or novelty. Why is that?

This age cohort struggles to define what sustainable behavior really means. They make attempts here and there but are easily unsettled by controversial debates. Often, they also lack the specific skills to act sustainably. The issue of price awareness is also interesting: very few are willing to pay more for organic or local products. But it’s not actually about price—because when it comes to clothing, they spend almost twice as much as Millennials. The money is there, but it's allocated according to the pleasure principle.

Clearly, a different approach is needed. As a psychologist, what would you recommend?

Sustainability needs to follow the pleasure principle. Bans only backfire. That’s why brands should link sustainability with enjoyment. From a deep psychological perspective, sustainability is more sustainable when it’s fun. That’s the key to reaching the broader public. Sustainability framed as sacrifice is like a permanent diet—nobody can stick to that. There are already promising examples in fast fashion: new collections made from recycled materials, repair services for outdoor gear and sneakers, or athletic wear made without harmful plastics.

Meanwhile, many companies and brands are scaling back their sustainability and diversity programs. How do you view this trend?

I think it’s a serious mistake. Our studies show that young people trust brands and companies more than politics. If companies stop prioritizing sustainability, consumers no longer feel confident that they can buy products worry-free—that the brand is conserving resources, reducing waste, maintaining supply chains, or saving water and energy. Campaigns that show clear values are a signal against greenwashing—and more important than ever.

Digital Out-of-Home (DOOH) is especially appealing to Gen Z

Brands already struggle to reach younger audiences through traditional media. What does this mean for out-of-home advertising?

Our studies show that young people notice out-of-home advertising simply because it’s impossible to miss. This applies to analog formats like city light posters or political placards, as well as digital screens—which are especially attractive to younger audiences. There have been outstanding DOOH campaigns, some of which even allow for interaction—like the recent 360-degree campaign for the Netflix series Cassandra.

What’s the best way to reach this generation?

There’s no one-size-fits-all solution—it depends on the industry and the environment in which the ad is seen. However, brands should continually evaluate whether visuals, colors, and editing styles still resonate with the target group, as social media constantly invents new codes. Interestingly, Gen Z is quite receptive to advertising for products and services that lie outside their usual media bubble—like cleaning supplies, financial products, or insurance. They don’t see these in their feeds, so encountering them via out-of-home advertising makes the creatives especially engaging. For this generation, that’s often the only exposure to these topics.

Picture: idooh