Credit:
Ikea
In an era of continuing coverage of climate disasters, when celebrities admonish each other for single-use plastics and Greta Thunberg admonishes world leaders on behalf of an entire generation, being able to speak to sustainability has become a necessary tool in every marketer’s kit.
But gone are the days of preaching to a crunchy choir of off-the-grid environmentalists with little purchasing power. “Gen Z has zero desire to go quietly,” says Jason De Turris, senior VP of marketing sciences at plant-based produce protection brand Apeel. “They re going to be very vocal. They’re going to vote with their wallets.”
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