Why Gen Z is Calling Out Greenwashing

In the era of climate consciousness, Generation Z is emerging as a formidable force in holding brands accountable for their environmental claims.

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With a deep-seated commitment to sustainability, shaped by growing up amid climate crises and digital transparency, Gen Z is hyper-vigilant about greenwashing, when companies falsely promote their products or practices as eco-friendly. In India, where Gen Z constitutes a significant portion of the 1.4 billion population, their scrutiny is reshaping brand strategies. This article explores why Gen Z is calling out greenwashing, how brands should respond, and highlights recent Indian case studies.

Gen Z’s environmental awareness is rooted in their exposure to climate change impacts, from erratic monsoons to urban pollution. A 2021 Deloitte study found that climate change is their top concern, with 73% willing to pay more for sustainable products. As digital natives, they leverage platforms like X and Instagram to research and expose discrepancies between brands’ claims and actions. Their skepticism stems from pervasive greenwashing, with studies indicating 40% of global “green” claims are misleading. In India, Gen Z’s vocal activism is amplified by social media, where they publicly challenge brands that overpromise on sustainability.

Recent Indian Case Studies

1. Haldiram’s Misleading Packaging Claims (2023)
   Haldiram’s, a leading Indian snack brand, faced backlash when Gen Z influencers on X highlighted its “eco-friendly packaging” claims. A viral thread revealed that the packaging, labeled as “biodegradable,” contained non-recyclable plastic layers. An investigation by the Consumer Complaints Council confirmed the claims were unsubstantiated, leading to a public apology and a commitment to transparent labeling. This case underscores Gen Z’s ability to mobilize and demand accountability.
2. Tata Tea’s “Sustainable Sourcing” Controversy (2024)
   Tata Tea’s campaign promoting “sustainably sourced” tea was called out by Gen Z activists on social media for vague metrics. A student-led group in Bengaluru analyzed the campaign and found no third-party certifications or data on carbon emissions. The backlash prompted Tata Tea to publish a detailed sustainability report, including sourcing metrics, to rebuild trust. This highlights Gen Z’s preference for evidence-based claims.

How Brands Should Respond

To engage Gen Z authentically, brands must prioritize transparency and action. Here are key strategies:

• Prove Claims with Data: Gen Z demands verifiable metrics, such as carbon footprints or water usage. Brands like Amul have gained trust by publishing annual ESG reports detailing emissions reductions, with a 2024 report showing a 15% decrease in water use.
• Third-Party Certifications: Certifications like Fair Trade or B Corp lend credibility. Indian brand Fabindia avoided greenwashing accusations by obtaining FSC certification for its wooden products, reassuring Gen Z consumers.
• Transparent Communication: Brands should admit limitations. For instance, ITC’s “Work in Progress” campaign openly discussed its journey toward zero-waste packaging, resonating with Gen Z’s value of honesty.
• Engage Authentically: Partnering with environmental activists or NGOs, as seen with Dabur’s collaboration with WWF-India for sustainable honey sourcing, builds trust.

Gen Z’s crusade against greenwashing is a wake-up call for Indian brands. With their $200 billion global spending power and influence on social media, they are not just consumers but change-makers. By embracing transparency, substantiating claims, and aligning with Gen Z’s values, brands can turn scrutiny into loyalty. The Haldiram’s and Tata Tea cases illustrate the risks of greenwashing and the rewards of authentic engagement. As India’s Gen Z continues to shape markets, brands must act swiftly to prove their commitment to a sustainable future.

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