Once seen as the generation most likely to lead on climate, Generation Z is showing signs of ‘fatigue’ and ‘disillusionment’. At the heart of this shift lies a breakdown of trust and a growing sense of helplessness with the climate situation. PolecatX identifies the three leading trends driving Gen Z on the topics of climate change and consumerism:

1. Erosion of Trust and Authenticity in Corporate Sustainability Efforts

2. Decreasing Willingness to Pay a Premium for Eco-Friendly Products

3. Corporate Accountability, Regulatory Pressure, and Policy Demands

Research from GlobeScan reveals that almost half of Gen Z’s feel ‘greatly personally affected’ by climate change.

This research indicates how their response to the climate crisis is shaped by a strong sense of its personal impact. The ramifications of the climate crisis are not understood as a distant threat by this generation but have been internalised as direct forces shaping their daily lives, mental health, and ideas of the future. For many in Gen Z, dealing with the psychological weight of inheriting the planet means that climate change is not just a scientific issue - it is emotional, existential, and urgent. Growing anxiety and deeply personal internalisation of climate issues are elevating scepticism of corporate environmental claims as Gen Z increasingly question the authenticity of Earth-friendly corporate makeovers from fast-food to fast-cosmetics and fast-fashion.

As GenZ move into the world of work, their values are confronting financial realities.

Data from PolecatX identifies that the increase in cost-of-living pressures and uncertainty concerning career prospects are contributing to a shift in Gen Z consumer patterns. So while this generation still cares deeply about the environment, financial security is becoming more of an immediate priority. PolecatX data demonstrates that Gen Z are increasingly less willing to pay a premium for eco-friendly products.

Perceived gaps in green skills and educational inequality are increasingly understood as a factor of climate change itself.

At the same time, Gen Z evidences increasing support for systematic solutions over individual action to address climate change, with responsibility increasingly placed on governments and companies. For brands, this presents a strategic opportunity IF they can appreciate how ‘eco-fatigue’ interacts with increased desire for transparency and meaningful action. Performative environmental claims or abandonment of sustainable practices are unlikely to be overlooked, with PolecatX data revealing that climate justice and youth activism remain urgent drivers for a generation that desperately wants more more grounded, credible, and inclusive sustainability in the world around them.

Aesthetic alone is not enough to maintain the Gen Z audience.

Businesses that are perceived as not doing enough, or as engaging in ‘greenwashing’, may face backlash in the form of activism, boycotts, or negative online sentiment – all of which may influence purchasing behaviour. This shift is not just a reputational risk, it is a strategic opportunity for businesses to lead by adapting to evolving expectations. Ignoring such changes risks alienating a rising generation of values-driven customers. But for those willing to act with transparency and foresight, it’s a chance to lead the market, not chase it. With Polecat, businesses can track these shifting narratives in real time, understanding the full spectrum of Gen Z values in order to build strategies that are economically inclusive, socially aware, and reputationally resilient.

Gen Z’s involvement in activism and climate justice is being matched by policy change and intensifying regulatory scrutiny.

At Reset Connect the Polecats had the opportunity to hear Tanveer Qureshi speak on one of the most pressing challenges facing businesses today: the reputational and regulatory risks of making environmental claims without substance. Qureshi highlighted how superficial sustainability statements are no longer just a reputational risk but carry real legal consequences. This can be seen in the increasing instances of companies being held accountable across borders, as seen in the event of workers from Malaysia and Thailand pursuing legal action against the UK-based firm Dyson over alleged supply chain abuses. These legal precedents demonstrate a broader shift that opens doors to possible prosecution over the conduct of overseas suppliers, setting a powerful standard for corporate responsibility.

With regulatory frameworks tightening and public expectations evolving, Polecat empowers businesses to get ahead by providing real-time actionable intelligence. Our platform enables companies to track emerging reputational threats, benchmark claims against competitor narratives, and ensure their environmental messaging stands up to scrutiny.

To understand how Gen Z and other stakeholders think about your business, please connect to book a demo with Polecat here