“Prioritizing a positive climate impact while continuing to meet our rigorous Quality Standards is part of our identity at Whole Foods Market. It’s not just what we do, it’s who we are as a company,” said Jason Buechel, CEO of Whole Foods Market. “As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices. This generation gives me great optimism as we continue to protect our food systems for future generations to come.”
The study reinforced a growing demand among younger generations for clear information about sustainability to make informed purchasing decisions. Specifically, as climate change increasingly impacts consumer behavior, the findings from this new study by YouGov reveal Gen Z is hungry for greater transparency regarding food sustainability and quality.
The study highlighted that nearly three-quarters of Gen Z express concern about the future of our climate, 68 percent feel they would benefit from more information from retailers about the sustainability of various food products. This gap underscores a key opportunity for brands to improve communication and transparency around sustainability and quality.
“We know Gen Z cares deeply about how their food is grown and produced, and we are committed to providing products that support these values,” said Sonya Gafsi Oblisk, Whole Foods Market chief merchandising and marketing officer. “We are proud to be a trusted grocer and inspire consumer confidence in the products they buy through our industry-leading quality standards and exclusive programs like Sourced for Good that support workers, communities, and the environment where our products are sourced.”
Other Findings
- Three-quarters of Gen Z view reducing food waste as essential for sustainability, yet only half prioritize sustainable packaging.
- Brand loyalty is increasingly tied to social responsibility, with 69 percent believing brands should advocate for a change in responsible sourcing, 66 percent preferring brands that give back to local communities, and 71 percent wanting brands to support their employees.
- Over 60 percent report stronger feelings about food sourcing and ingredient transparency compared to five years ago.
- 60 percent aim for healthy eating, health concerns motivate dietary restrictions for 53 percent. This indicates that emphasizing the health benefits of sustainable choices could better resonate with Gen Z.
