By Lorena de la Paz Carrete Lucero and María de la Paz Toldos Romero
Sustainability represents a structural transformation that reshapes how we produce, consume, and organize life in society.
This shift is particularly relevant for Generation Z—the second youngest generation after Alpha—who have grown increasingly aware of biodiversity loss and social inequality, driving a stronger commitment to sustainable practices.
Yet centennials are traditionally associated with impulsive purchasing habits, fueled by social media and instant access to products. So how can we make sense of this paradox between impulsivity and sustainability?
The report Generation Z and Their Attitudes Toward Sustainability and Well-Being explores this contradiction through the lens of the United Nations’ sustainability values. It examines socially responsible behaviors and the underlying principles guiding sustainable development among upper-middle-class Mexican centennials today.
Sustainability vs. Impulsivity
An increasing number of young people are turning away from fast fashion and opting for vegetarian or vegan diets, according to Deloitte’s latest report. In fact, before making a purchase, three in 10 Gen Z consumers research a company’s environmental impact, and 64% say they are willing to pay more for sustainable products and services.
According to data from the international consultancy, 62% of Gen Z report feeling anxious about climate change, which may help explain these lifestyle and consumption choices.
What about the United Nations’ core sustainability values—freedom, equity, solidarity, tolerance, respect for nature, and shared responsibility? The survey shows that young people in Mexico score highly across all of them, with freedom standing out as the most strongly held value.
Regarding tolerance, 93.5% say that respect for beliefs and different lifestyles is fundamental; 94.1% recognize the need to protect natural resources for the benefit of future generations; and 79.9% consider shared responsibility essential to ensuring the well-being, justice, and freedom rights of all.
These sustainability values provide the foundation for understanding young people’s interest in how companies conduct themselves on social and environmental issues, which is discussed below.
Nearly all respondents (97.5%) say people should be able to live without hunger or violence, and that justice should be accessible to everyone.
On equity, 76.1% believe that people should have equal access to the benefits generated by development, regardless of whether or not they contribute directly to that development.
Supporting Value-Driven Companies
According to the report, respondents consider it important to purchase products from companies that value and respect workers’ rights, a preference that is slightly stronger among women than among men.
Some 68.7% say they make an effort to buy from companies taking action to conserve natural resources; 69.7% purchase products from firms that practice fair trade; and 70.8% try to source goods from companies that manage waste responsibly and recycle.
In addition, 77.8% say they enjoy buying artisanal products as a way to support domestic labor and local production.
When it comes to preferences for companies that promote employee-friendly practices, 65.6% express interest in supporting organizations that pay fair and decent wages; 61.8% favor companies that employ vulnerable groups; and 76.2% avoid buying from firms that discriminate based on gender, religion, or race in their hiring practices.
They buy—but with awareness
Austerity is a defining trait among respondents, who prioritize saving, controlling their spending, and reusing what they already own.
An overwhelming majority take care of their belongings to save money over the long term (93.7%), reuse items before buying new ones (89.4%), and maximize product use (91%). Additionally, 86.8% delay purchases of desired items, and 87.9% monitor their spending to make the most of their money.
Regarding the rationalization of consumption in favor of the environment, 83.7% report reducing gas and water use in their homes, while 75.6% limit the use of potentially polluting products such as detergents and aerosols.
The report also examines asset ownership, finding that respondents prioritize experiences and personal connections over the accumulation of goods, despite having sufficient purchasing power to acquire them.
These findings are consistent with other global studies indicating that Generation Z prefers to invest in travel, education, health, and social causes rather than accumulating products—reflecting a growing awareness of the environmental impact of consumerism.
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Demographics. The survey was conducted online via Qualtrics with 589 Tecnológico de Monterrey students (93.4% undergraduates, 6.6% graduate students), born between 1995 and 2010. 86.4% were aged 17–21, and 92% were Mexican. The gender distribution was as follows: 46.5% male, 51.8% female, and 1.7% undeclared. Most live in Nuevo León (21.7%), Mexico City (14.4%), Jalisco (13.4%), and Estado de México (12.7%). Field of study: 29.5% business, administration, and finance; 28.5% engineering, manufacturing, architecture, and construction; 14.8% arts and humanities; 13.4% law, economics, and social sciences; 10.4% health sciences.
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References
- McKinsey & Company (August 28, 2024). What is Gen Z?
- Toldos M.P., Carrete Lucero, L. de la P., & Alvarado Herrera, A. (2024). La generación Z y sus actitudes sostenibles y de bienestar. Escuela de Negocios, Tecnológico de Monterrey.
- UN (2000). The United Nations Millennium Declaration. Nueva York: United Nations.
- Deloitte Global (2024). 2024 Gen Z and Millennial Survey. Living and working with purpose in a transforming world.
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Authors
Lorena de la Paz Carrete Lucero is a full-time research professor at the Tec de Monterrey Business School. She holds a PhD in Management Sciences with a specialization in Marketing between Businesses from Lyon 3 University, France. She is a member of the National System of Researchers and the “Production, Marketing, and Responsible Consumption” research group. Her work focuses on sustainable purchasing and consumption behaviors, healthy and eco-friendly brands, and social media. She is also a science communicator for TecScience.
María de la Paz Toldos Romero is a full-time research professor at the Tec de Monterrey Business School. She holds a PhD in Psychology from Complutense University of Madrid and a postdoctoral degree in Marketing from Tulane University. She has been a Level I member of the National System of Researchers since 2009 and leads the Research Group on Production, Marketing, and Responsible Consumption at the Business School. She is also a science communicator for TecScience.
