Generation Z will soon become the second-largest generation in the world. Gen Z will take over Baby Boomers’ mantle at 67.17 million, and that represents a lot of buying power — and Gen Z buys with its conscience as much as its wallet. Not only are they the second largest generation, but they are the current generation entering the college market, meaning that they are the generation shopping in campus bookstores. College bookstores have a vested interest in offering sustainable products for students to purchase.
Gen Z Expects Sustainable Brands
More than any other generation, Gen Z are the most likely to make purchase decisions based on values and principles (personal, social, and environmental). Climate change and protecting the environment were the number one concerns for Gen Z, according to a 2021 Deloitte study. “Generation Z is also more likely to purchase upcycled products, and like all their generational peers, Gen Z values quality above all else — and quality is one aspect that sustainably-made products always take the lead on. After all, sustainably-made products are built to last” (re/make).
According to a study done by First Insight, there is a growing expectation for sustainable brands among Generation Z. Gen Z makes more shopping decisions based on sustainable retail practices than even Millennials and Generation X. 73% of Gen Z consumers surveyed were willing to pay more for sustainable products, and they were willing to spend the most in added costs, with 54% saying they would pay more than a 10% increase in price for a sustainably made product.
Sustainable Options for Bookstores
There are several options of sustainable products for college stores to carry.
BIC released a new their first eco-friendly stationary line called BIC revolution. Each BIC ReVolution product is made up of at least 50 percent recycled plastic.
Solo New York offers fashionable backpacks and bags made from recycled plastic bottles. These bags are antimicrobial and water resistant with modern, urban designs.
JBL offers a waterproof, portable speaker with Bluetooth, built-in battery, and microphone. Made from 90% recycled plastic!
Interested in carrying more sustainable products in your store? Follow along this blog series this month!