Gen Z’s Emerging Buying Code: Align on Values or Risk Irrelevance

They’re not swayed by logos ... they’re moved by values.

The Gen Z consumer base demands more than attractive packaging since they prioritize climate protection, cultural relevance, and affordable prices.

The current market requires brands to understand that design alone no longer drives Gen Z consumer behaviour because they seek alignment between climate values and cultural identity, and affordable prices.

A brand becomes irrelevant when it fails to meet any of these three criteria regardless of its attractive packaging design.

🔍 What the data says

Sustainability is expected and not optional

• 93% of Gen Z shoppers expect brands to have a voice on social and environmental issues

• 62% of Gen Z consumers, according to research conducted in 2024, prefer to buy from sustainable brands, and 73% show a willingness to pay MORE vs non-sustainable competitors

Cultural and Values Matter

The values and cultural background of consumers hold significant importance in their purchasing decisions. 

• A recent McKinsey survey reveals that Gen Z consumers expect brands to show genuine commitment to diversity and inclusivity beyond their sustainability efforts.

• Three-quarters, surveyed by the World Economic Forum, chose sustainable products over brand names when making their purchasing decisions.

  
  

Cost remains the primary factor which influences consumer purchasing choices.

• The Gen Z generation grew up during times of rising inflation and debt accumulation. They seek both ethical values and affordable prices because they maintain a balance between their idealistic and practical nature.

• The "attitude–behaviour gap" exists because this generation desires sustainable and ethical products, but their current purchasing power and product availability restrict their ability to access them.  Watch out over time, as their incomes increase.

Inauthenticity Kills Trust

When brands present fake authenticity, it leads to complete loss of customer trust.

• A recent survey by Mintel revealed that 58% of Gen Z consumers doubt the sustainability claims made by mainstream brands. The practice of greenwashing, combined with tokenistic approaches, leads to the instant destruction of brand credibility within the social media-driven marketplace. 

• From personal experience, eg my children, Gen Z take a global perspective, so it’s not just about how a brand is viewed in North America or during a cultural event like Gay Pride Month.  Brands need to think globally and beyond singular events.

 🤔 My reflections

The many experiences including working with Grace Foods and Taste of Nature, have shown me through direct experience that sustainable and culturally relevant products at affordable prices create the most loyal customer base among young consumers.

Grace Foods The challenge at Grace Coconut Water went beyond simply creating a pleasing taste. The brand needed to establish itself as a healthy, authentic choice that appealed to diverse multicultural GTA consumers at affordable prices. Combining health-focused and value-driven marketing strategies resulted in a 20% increase in brand recognition among Gen Z and other market segments, positioning Grace as the leading brand in its category.

Taste of Nature The challenge for Taste of Nature involved entering the U.S. market while preserving its Canadian identity and organic principles. The Sprouts campaign ran across high-traffic stores in Texas, California, and Arizona, where we combined authentic sampling activities with strategic promotional pricing. The outcome exceeded our sales projections by 80%, with half of all customers making their first purchase after trying the product. Taste of Nature achieved success because it met all three key requirements of Gen Z through its use of genuine ingredients, Canadian brand heritage, and affordable pricing during the trial period.

What I’ve learned from these projects is clear: for Gen Z, alignment isn’t just an accessory, it’s the foundation. Authenticity, culture, and cost must work together genuinely because if one part is missing, trust falls apart.

⚠️ What brands risk if they miss these cues

• Irrelevance: Gen Z is already a dominant force in many markets.

• Distrust: Greenwashing and tokenism are punished.

• Lost loyalty: Trial without alignment doesn’t translate into repeat purchases.

• Missed growth: Gen Z’s spending power is only increasing.

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✅ Call to action

If you’re leading a brand right now, ask yourself:

• Are we truly aligned on sustainability (sustainable practices, transparency)?

• Are we aligned on culture (representation, voice, authenticity)?

• Are we aligned on cost (fair, accessible, justified pricing)?

Because Gen Z isn’t waiting. They’re already rewarding the brands that get it right.