Amyris hosts industry event addressing Gen Z’s impact on consumerism and climate

07 Nov 2022 --- In a recent event hosted by Amyris, the company reveals crucial issues that matter to Gen Z and how these emerging voices are changing corporate and political agendas. They are demanding actions that limit global warming up to 1.5 °C (equivalent to 2.7 °F) above pre-industrial levels.

Gen Z is pegged as a generation of vocal climate activists, “informed consumers” and climate-literate “digital natives” who demand immediate and genuine corporate and national action in response to the stark reality that each half-degree increase results in more extreme weather with greater intensity over longer durations.

“Gen Z is the leading moral heartbeat of our nation, leading the way on many important social causes. Not just climate but also gun control and women’s rights. Gen Z also has US$360 billion of spending power, so businesses are paying attention for a good reason,” says Shilla Kim-Parker, CEO and co-founder of Thrilling.

“As a block of consumers, the purchasing power of Gen Z is huge and there’s nothing that’s going to get the attention of corporations more quickly than that,” adds Anne Myong, president of consumer, Amyris.

Gen Z has compelling tools such as social media knowledge and providing feedback, she explains.

“A large part of this industry is ensuring that you build a longer-term relationship with the consumer, particularly the Gen Z [consumer],” continues Myong. “We want to consume responsibly and be able to trace the supply chain back and need transparency.”

Addressing global warming
The virtual event “Under the Influence of Gen Z: The Sustainability Generation,” was hosted by Amyris in collaboration with Climate Action. This London-based non-profit organization has been working on a climate change policy.

Amyris notes that transparency is vital as consumers need to know where ingredients come from and their impact on the ecosystem.Also present at the event to discuss the critical issues affecting Gen Z was a panel of Gen Z leaders, forward-thinking consumer brands and climate experts.

“One critical thing that needs to happen going forward is just a different level of collaboration and partnership. We’re not going to solve big problems like climate change unless we’re working together,” details Andrew Winston, climate and sustainability expert and author of Net Positive. 

“Businesses working with government and civil society as well as organizations like World Wildlife Fund are critical for convening and bringing people together and having these hard conversations about changing big systems.”

A consumption issue
Climate change is a consumption problem, as much as anything and changing consumer behavior is tough, explains Tim Juliani, director of US corporate climate engagement at World Wildlife Fund.

“People buying the right thing because it’s the right thing isn’t going to be enough to save the planet. It needs to be from the top down – that’s where corporations come in because they’re the ones making the change for people,” he continues. 

“We need action – that’s where one of the most important things that Gen Z’ers can do is get out and vote. Getting out and ensuring that we have a government that takes these issues seriously can help with that trifecta of the consumer, corporates and government.”

Kim-Parker adds the need to seriously grapple with the idea that endless growth is not sustainable for people on the planet.

“We, unfortunately, have developed a disposable relationship with clothes. Clothing has become easily replaceable and cheap. Most folks, unfortunately, wear clothes a few times and we end up either throwing them away or donating them and unfortunately, up to 80% of donations end up in landfills,” she continues.

Gen Z: The future of beauty?
Within other Gen Z moves, PersonalCareInsights previously reported on Quadpack’s research that GenZ would drive a “transformation” and shape the leading trends for 2022, such as increased demand for social and environmental action.

Recently, French Gen Y and Z were pegged to transform consumption patterns as they ranked the best makeup, care and hygiene brands. Meanwhile, according to a study conducted in India, luxury skincare adoption is driven by digital technology, fueled mainly by Gen Z’s greater e-commerce platform adoption rates.

For Gen-Z consumers who combine consumption with social responsibility, Edgewell Personal Care introduced its Fieldtrip skincare line.

Edited by Nicole Kerr