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Gen Z and the sustainability paradox: Why ideals and shopping habits don’t always align

By Melise Panetta, Lecturer of Marketing in the Lazaridis School of Business and Economics, Wilfrid Laurier University

As the summer shopping season kicks off, all eyes are on Gen Z — those born between 1997 and 2012 and whose purchasing power wields significant influence over market trends.

Often lauded as the “sustainability generation,” a closer look reveals a complex internal struggle: despite their strong desire for eco-conscious…

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