Sustainability is a priority for younger generations across restaurants, universities, retail, and other sectors.
Transparent practices, value, and quality experiences are now essential to earn trust and loyalty, and drive sales.
Why It Matters
Gen Z considers sustainability a key factor when choosing where to eat, shop, or engage.
Gen Alpha influences household and campus decisions even while young.
Businesses and institutions are expected to take measurable action on environmental and social issues.
Key Insights
Willingness to Pay
Many young UK consumers are willing to pay a small premium for sustainable products or services.
Source: Mintel UK Sustainability in Foodservice Market Report 2024Value must be clearly communicated—premium should be justified by tangible benefits.
Source: Sustainable food consumption behaviors of generations Y and Z
Flexibility and Plant-Forward Choices
Gen Z favors plant-based or hybrid options, not token sides.
Source: Mind the Gap: Gen Z is craving a more sustainable food systemGen Alpha prefers flexible, taste-focused options rather than rigid dietary labels.
Source: What is Generation Alpha - Gen A - eating?
Transparency Builds Trust
Clear, measurable initiatives (local sourcing, reduced waste, ethical supply chains) outperform vague sustainability statements.
Source: Food and Generation ZVisible impact resonates across all sectors, from restaurants to universities and retail.
Source: Mintel UK Sustainability in Foodservice Market Report 2024
Digital Discovery and Engagement
Social media, online reviews, and interactive content shape expectations and influence decisions.
Source: How Gen Z and Gen Alpha are shaping the future of foodEducational and institutional initiatives benefit from visible, engaging digital storytelling.
Source: The Future Consumer – Food and Generation Z
Implications Across Sectors
Restaurants & Food Services
Highlight sustainable sourcing and environmental initiatives on menus and marketing.
Source: Mintel UK Sustainability in Foodservice Market Report 2024Offer affordable, plant-forward, or ethically sourced options alongside premium items.
Source: Sustainable food consumption behaviors of generations Y and Z
Universities & Campuses
Integrate sustainability into campus operations and dining.
Source: Food and Generation ZEngage students with initiatives like campus gardens, zero-waste programs, and ethical sourcing.
Source: The Future Consumer – Food and Generation Z
Retail & Other Consumer-Facing Industries
Clearly communicate environmental and social responsibility across products and services.
Source: Mintel UK Sustainability in Foodservice Market Report 2024Use storytelling, certifications, or digital engagement to make initiatives credible and visible.
Source: British attitudes towards sustainability in 2024: Key insights
Gen Alpha — Emerging Signals
Influence household and campus decisions early.
Source: Meet Gen Alpha: The Next Generation of Food ConsumersExpect clear sustainability messaging from brands and institutions.
Source: What is Generation Alpha - Gen A - eating?Respond well to interactive, visual, and fun ways of learning about sustainability and ethical choices.
Source: From Tablet to Table, How “Gen Alpha” Is Transforming Food Choices
Summary
Sustainability drives choice: Restaurants, universities, and other sectors must demonstrate meaningful action.
Transparency and evidence matter: Tangible results build credibility.
Value and experience matter: Sustainable does not mean compromising quality, taste, or affordability.
Engagement is key: Digital channels and visible storytelling enhance trust.
Plant-forward and flexible options appeal: Offer choices that align with taste, health, and sustainability priorities.
These findings underscore a growing trend in consumer preferences for sustainable experiences, reflecting the increasing demand for transparency across all areas of the business.