GEN Z & SUSTAINABILITY: WHAT IT MEANS FOR SELECTA & OUR CLIENTS

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?? Did you know? Gen Z is driving the biggest shift in sustainability expectations.

65% of Gen Z say they actively research the sustainability credentials of brands before making a purchase.

They are twice as likely as Millennials to boycott brands that fail to meet sustainability standards.

?? Did you know? Sustainability is a dealbreaker.

72% of Gen Z say they prefer brands that actively reduce waste.

Eco-friendly food & beverage choices are among the top three purchase drivers for Gen Z consumers.

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? The Future of Food & Beverage is transparent.

“Greenwashing” is no longer tolerated – Gen Z demands traceability and proof of sustainability claims.

Locally sourced, ethically produced, and carbon-neutral products are becoming non-negotiable standards in the hospitality and workplace sectors.

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According to Deloitte's Gen Z and Millennial Survey, 60% of Gen Zs have felt anxious about the environment in the past month, influencing their purchasing decisions.

Gen Zs also demand authentic sustainability. A joint study by McKinsey & Company and NielsenIQ found that products making environmental, social, and governance (ESG)-related claims averaged 28% cumulative growth over five years, compared to 20% for products without such claims.

Gen Z is rewriting the rules of sustainability—and they expect brands to step up. According to the latest Black Swan Data report, this generation is not only the most vocal about climate action, but they are also turning their values into purchasing power.

For Selecta, this presents a clear opportunity: we integrate sustainability into every aspect of our operations, from sourcing to service, to align our Food Tech solutions with Gen Z's sustainability priorities and meet their demand for eco-conscious, transparent, and innovative choices.

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Why it matters

Many of our clients—especially in corporate offices, hospitality, and travel sectors—are already feeling the Gen Z effect in two critical ways:

1.???? The War for Talent: with Gen Z making up an increasing share of the workforce, employers need to offer workplaces that reflect their values. Companies that fail to integrate sustainability into their employee experience risk losing young talent to more purpose-driven organizations. Deloitte's 2023 survey reveals that 49% of Gen Zs consider work central to their identity, yet they prioritize work-life balance and expect employers to offer flexibility. Companies must integrate sustainability into their core values and operations to attract and retain Gen Z talent.

How we help: our Food Tech solutions, including Grab & Go Smart Fridges and Scan & Go Food Markets, with fresh, locally sourced meals and plastic-free hydration stations, offer Gen Z-friendly food and beverage experiences that contribute to employee satisfaction, well-being, and retention.

2.???? The Power of Gen Z as consumers: businesses in hospitality, retail, travel and more need to adapt to Gen Z's expectations for sustainability. McKinsey's 2023 report indicates that 84% of consumers consider sustainability important in their purchase decisions.?Whether it’s hotels, airports, or universities, locations that fail to provide sustainable food and beverage choices risk falling behind.

How we help: our energy efficient machines, CO2 compensated coffee offering, data driven waste reduction programs, and EcoJoy service, help clients meet Gen Z’s demand for responsible consumption—without sacrificing convenience or quality.

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Selecta’s sustainability-first approach

Gen Z doesn’t just want sustainable options—they expect them to be the standard. This is where Selecta delivers:

? Plastic-free hydration – solutions like the Aquablu refill stations eliminate single-use plastics while providing filtered, flavoured water and monomaterial Pelican Rouge packaging simplifies recycling.

? Bold sustainability impact – through the Selecta Coffee Fund, we don’t just support sustainable farming—we actively invest in it. Selecta directly finances five sustainability-driven projects that improve farmer livelihoods, enhance biodiversity, and drive long-term positive change in the coffee industry. ? Lower carbon footprint – with EcoJoy, Selecta provides a fully measured and compensated CO2 footprint across all operations, ensuring a transparent, climate-neutral solution.

? Local & Fresh – our Food Tech solution, like the Grab & Go Smart Fridge and the Scan & Go Food Market, offer locally sourced meals, aligning with Gen Z’s demand for ethical and fresh food.

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Gen Z’s Future is our present

As companies battle for top young talent and businesses cater to a new generation of consumers, the question isn’t whether sustainability matters—it’s how fast companies can deliver on it.

We hold ourselves accountable to our stakeholders by regularly tracking and reporting our environmental and social impacts and work closely with suppliers to ensure they meet these standards. Through active employee engagement in sustainability initiatives and alignment with values of transparency and social responsibility, Selecta is leading the way in meeting Gen Z’s expectations, creating a future where businesses and communities prosper together.

By embedding sustainability into every coffee, snack, food, and hydration solution, we’re making it easier for our clients to win with Gen Z—whether as employees or consumers.

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Are you ready to meet the next generation’s expectations? Let’s make sustainability effortless, together.

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Sources:

Black Swan Data, The Future of Sustainability, 2024

Deloitte, GenZ Millenial Survey, 2023

McKinsey, Do consumers care about sustainability & ESG Claims?

McKinsey, Four trends in consumer behaviour in 2023