LEGO, IKEA, and Levi’s are Winning with Gen Z Customers through “Sustainability 2.0”
By 2030, Gen Z and Millennials are expected to account for nearly half of U.S. consumer spending. Gen Z will wield significant buying power as the largest and wealthiest generation globally. Unlike previous generations, Gen Z is not just brand-conscious, but rather value and values-driven, with environmental responsibility as one of the core drivers of their purchasing decisions.
