Source: The Conversation, 6/4/25
As the summer shopping season kicks off, all eyes are on Gen Z — those born between 1997 and 2012 and whose purchasing power wields significant influence over market trends. Often lauded as the “sustainability generation,” a closer look reveals a complex internal struggle: despite their strong desire for eco-conscious living, many Gen Z consumers find themselves drawn to the allure of fast, affordable, trend-driven consumption.