Younger generation gravitates to green initiatives

At a seminar on promoting solutions for reducing single-use plastics on July 30, Nguyen Bang Lang, corporate sustainability and external relations manager at AEON Vietnam, said throughout their campaigns, many young consumers have participated.

AEON has created special checkouts and rent schemes to limit plastic waste

“Most supermarket shoppers are office workers, housewives, and older adults aged 50-60. However, when they visited supermarkets involved in the campaign, they often brought their children or grandchildren, which helped extend the campaign’s message to younger generations,” Lang said.

In July, AEON Vietnam organised various activities to provide engaging and beneficial experiences, such as mini-games with questions and answers about knowledge related to plastic waste.

The retailer has also been renting out eco-friendly bags with a refund upon return. As of July, the initiative has reached 7 per cent of transactions avoiding disposable plastic bags, a significant increase from 0.5 per cent in April 2020, when the programme was first launched.

Supermarkets within AEON Vietnam’s retail system are also continuing with green initiatives like the Greenline priority checkout for customers who refuse plastic bags, and using paper cups and sugarcane pulp trays and bowls in the self-service dining area.

According to AEON Vietnam’s assessment, young consumers significantly amplify the programme’s message through social media campaigns. Meanwhile, older customers tend to practice the campaign more consistently at supermarkets.

Jens Kuitert, a representative of the Dutch Embassy in Vietnam, said at the seminar, “I feel the younger generation adapts to changes more easily. They find information online and discuss it among themselves, which helps them remember it. In contrast, the older generation takes longer to adapt. Initially, the only options were to pay extra or use reusable items, leading to complaints for about a month before they accepted the situation.”

Duong Thi Bao Ngoc, a core member of the Green Eyes – Youth for the Environment project under the For Vietnamese Stature Foundation said, “Gen Z is more aware of the environmental impact of plastic packaging and often chooses eco-friendly products. They had many early opportunities to learn about climate change and plastic pollution, giving them a better understanding than previous generations.”

Gen Z frequently opts for products with biodegradable, recyclable, or reusable packaging and supports brands committed to environmental protection, Ngoc said, and this shift in consumption habits indicates a positive movement towards a more sustainable future.

Young people also prefer minimalist, non-plastic, or recycled packaging. Many have altered their shopping habits by bringing cloth bags, avoiding plastic straws, and choosing biodegradable packaging. They support and encourage brands to reduce plastic waste and are willing to pay more for eco-friendly products.

“Young consumers are also very interested in alternative products to plastic bags introduced at the event. They enjoy exploring new products, especially environmentally friendly ones such as cloth bags, recycled paper bags, and other biodegradable packaging,” Ngoc said. “The campaign received enthusiastic support from young consumers, reflected in their active participation and interest in alternative products to plastic bags.”

As awareness of plastic waste’s impact grows, Gen Z is likely to prioritise environmentally friendly products and adopt more sustainable consumption habits. Technological advancements and innovation in production will also provide more sustainable alternatives, making it easier for Gen Z to maintain a green lifestyle.

According to Kantar’s 2023 Sustainable Consumer Market Report, the market is valued at $456 billion and is expected to continue growing, potentially reaching a trillion-dollar level by 2028.

The survey indicates that the number of eco-actives (consumers highly concerned about environmental issues, feeling responsible for the environment, and prioritising eco-friendly brands) has increased by 22 per cent. The number of eco-considerers, identified as consumers worried about environmental issues but whose purchasing decisions are still heavily influenced by convenience and price, has risen by 30 per cent.

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