Sustainability, social causes core to Gen Z appeal: The Future Laboratory

April 6, 2026

The demographic is seeking out companies that align with their progress-centric worldview. Image courtesy of The Future Laboratory

By Zach James

Support of popular social and environmental causes is proving paramount to reaching youthful clientele, according to new research from London-based market research firm The Future Laboratory.

In the report, titled “Gen Z: Global Youth Atlas,” the group breaks down the trends and causes pushing young consumers around the world to support small businesses and large corporations alike. As the generation enters adulthood and expands its purchasing power, the demographic is citing brand authenticity, sustainability, cultural diversity and substantial dopamine hits as investment and interest drivers.

“Global cultural influence is in flux,” said Fiona Harkin, director of foresight at The Future Laboratory, in a statement.

“Soft power is being flexed away from the West,” Ms. Harkin said. “From japa, sapa, mini-bobusang, It Favela, waithood, digital faith, black excellence and the strawberry generation, this report shows how global youth are influencing your cultural intelligence.”

The report profiles Gen Z populations across Canada, Brazil, Nigeria, Kenya, Saudi Arabia, India, South Korea, Singapore, Indonesia, Australia, Morocco, Algeria, Tunisia, Libya and Mauritania, with nearly 40 participants contributing to the research; the group also pulls statistics from various outside research firms. The Future Laboratory defines Gen Z as those who were born between 1997 and 2012.

Generational appeal
Key trends are separated into five categories: Anxious Resilience, Heritage Wave, Generation Agency, Belonging Fusion and The Power of Joy.

The first section, Anxious Resilience, refers to the universal burden the group feels based on the state of the world that they inherited, with disillusionment becoming common. As a result of this, The Future Laboratory identified a combination of climate consciousness, accountability and transparency as an avenue for brands to use to reach this youthful base of consumers.

The demographic is said to be quick to challenge authority and call out brands that are inconsistent in their messaging and actions. Image credit: The Future Laboratory/Young Chul Kim

Meanwhile, the Heritage Wave denomination reflects the search for identity that Gen Z is undergoing at this point in their lives, with national pride and history becoming an increasingly important part of their belief systems (see story); in turn, brands can use hyperlocal references and cultural touchpoints to appeal to this rising need. With this increased connection to their roots, Generation Agency takes form, with many challenging traditions in favor of greater diversity, increased tolerance and a growing respect for all.

As these cultural norms are uprooted in favor of cultural dialogue, Belonging Fusion showcases emerging hybrid cultures around the globe, as Gen Z mixes and matches inspirations from different global sources. To harness this trend, luxury operators must engage in multiculturalism in their marketing and product drops while avoiding stereotyping.

Lastly, The Power of Joy uplifts the dopamine hits that the demographic is seeking in their everyday lives as a form of escapism from doomscrolling and the world’s general gloom. Described as a “little treat culture,” the activity is most prevalent in brands that provide consistent happiness and excitement, with Labubus and anime highlighted as major examples.

Green thumb
Nearly all of the Gen Z populations analyzed in the report dedicate a meaningful part of their worldviews to environmental causes.

In data pulled from outside sources, The Future Laboratory spotlights that 44 percent of young Canadians are willing to pay more for sustainable clothing, while 63 percent of Gen Z Singaporeans report unease about climate change, with nearly a quarter changing their chosen career paths to avoid contributing to the issue.

This global agreement expands to social issues, such as LGBTQ+ and indigenous peoples’ rights, as well. Image credit: The Future Laboratory/Samuel Bradley

While the demographic is passionate about sustainability, so is a growing majority of the luxury customer base overall. In the United Kingdom, online retailer Farfetch recently found that 71 percent of consumers factor environmental impacts into their high-end purchasing decisions (see story).

Positive Luxury, an environmental industry consultancy, also revealed earlier this year that affluent clientele is becoming more skeptical about brands’ ESG claims, with the group stating that operators must be more transparent and communicative to earn trust (see story).

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