TikTok, Generation Z and the Green Revolution

Brands are called for more green responsibility by Generation T

Millennials and Generation Z, are much more interested in sustainability than previous generations. They are primarily responsible for promoting green topics and making them go viral, and they are unquestionably the driving force behind TikTok. This is not to say that other age groups are not present on the platform and are not involved in the same awareness-raising process. This is why we refer to Generation T as a group based on the use of social media rather than the year of birth of individual users.

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Currently, Generation T not only wants greener products but also more environmentally conscious brands willing to take steps toward greater environmental protection. As a result, the majority of these consumers believe that businesses should take concrete steps toward sustainability and more ecological initiatives. And emphasize this decision with an appropriate promotional campaign.

A survey revealed:

• 75% of respondents said they would be willing to pay more for products from companies with a history of supporting sustainable practices
• 66% said they’d be more likely to buy from companies that are actively involved in sustainability efforts
• 74% said they’d be willing to pay more for products from companies who have made public commitments to reduce their carbon footprint.

TikTok: a platform to judge the environmental impact of brands

For a large part of the world, TikTok is the go-to place for music videos and memes. But for those who are looking for more than just entertainment, TikTok is also a platform that can be used to learn about, inform on, and judge the environmental impact of products and brands.

The app encourages users to post environmental videos with hashtags like #MyEcoChallenge or #WhatIsYourEcoChallenge. The most recent challenge is called #FoodForThought, and it asks users to upload videos that highlight the issue of food waste.

In addition to enjoying the content, people on TikTok participate by creating new content (+270% of video content related to the topic in 2022): 3 in 10 look for reviews on the eco-green level of a product before buying it, while 1 in 5 comments on companies that have a negative impact on the environment or take actions that question environmental health.

All of this has an unavoidable impact on the market, making green marketing indispensable. For example, the “Make It Happen” campaign has increased awareness of sustainable fashion and beauty brands among 18-29 year olds by +20 percent.

Going forward, we can see how partnerships between brands and popular TikTokers could become even more integrated and natural. The trend of younger audiences expecting greater involvement with companies and topics they are passionate about is only likely to increase as we head into the twenty-teens – this is already key for EcoTok users. If brands embrace this opportunity by engaging users in a more authentic way, it will increase trust in the products being recommended, thus driving purchasing decision.

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