Sustainability Brand Storytelling: From Likes to LoyaltyHow Gen Z and Millennials Are Redefining the Rules
In recent years, we’ve witnessed a true evolution in consumer behavior. Millennials (born between 1981–1996) and Gen Z (1997–2012) no longer choose products based solely on price or looks. They want values, authenticity, and responsibility - and this sets new expectations for brands.
From Trend to Norm
Sustainability has shifted from being a “modern trend” to becoming the new standard. Today:
73% of Millennials believe they would change their habits to reduce their environmental footprint.
66% of global consumers are willing to pay more for sustainable products.
In Bulgaria, young people ask “Where was it made?” and “How is the packaging recycled?” before they ask about the price.
More Facts Changing Marketing
72% are buying more “green” products compared to five years ago.
Products marketed as sustainable grow 2.7 times faster.
75% of sustainable products sell better online.
84% of consumers would stop supporting a brand with poor environmental practices.
85% would switch to a sustainable competitor if price and quality were similar.
The Gen Z Paradox
Although 58% of Gen Z say they prefer sustainable products, the reality tells another story - fast fashion is still part of their daily lives. This creates a kind of value paradox, but also highlights how important it is for brands to offer real alternatives.
The Responsibility of Brands
Millennials and Gen Z expect transparency. Brands that act genuinely and speak openly earn trust and loyalty. Those who use sustainability only as a marketing label risk losing their reputation.
At the end of the day, customers are not just buying products - they are investing in the future.
What We Believe at HIBRID
We respect and support sustainable brands. It’s part of our DNA and embedded in everything we do - from creative campaigns and content, to green marketing initiatives and events.
For us, marketing isn’t just about “selling.” It’s about creating meaning, trust, and connection. That’s why we believe the future belongs to companies that build brands with purpose. If you’re among them… Let’s talk.
Sources:
Marine Biodiversity Science Center
businessdit.com
TheRoundup
Gitnux
