Sustainability, responsibility, impact… these terms are familiar, widely accepted, and sometimes even championed. But when it comes to taking action, among our panel of 50 Gen Z respondents, another factor takes precedence: price. With 40% of responses, it remains by far the primary purchasing factor. This is not due to a lack of interest in environmental or social issues, but rather out of necessity.

For whilst Gen Z is probably the generation most aware of these issues, it is also under significant financial pressure. With inflation, the cost of living and still limited incomes, making trade-offs has become a constant struggle. Consuming more sustainably, yes. But not at any price.

Changing one's habits, especially when it comes to diet

This does not mean there is a lack of commitment. A significant proportion of respondents say they are willing to pay more, or even change their consumption habits, for ethical reasons. These changes most often relate to eating habits.

“I’m careful about what I buy to eat, especially when it comes to meat and fish,” says Angel Pinto, a 23-year-old Bachelor of Science student. Avanti Sharma, AI and Growth Director at Workshop4Me and founder of Lëtz Make SDGs Happen, has also changed her habits. “I’ve become a vegetarian. I’ve changed my diet and my shopping habits (I no longer buy leather, sheepskin or other animal products).”

These are most often eating habits, followed by clothing.  (Image: Paperjam)

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The issue of clothing and fashion also raises ethical concerns for the young people on our panel. “When I went shopping with my family to buy clothes, we paid particular attention to the labels and the country of origin. We didn’t buy anything that day…”, says Julien Lemmer Veloso, 18, a student at Lycée Robert-Schuman in Luxembourg and president of LRSL_Actionteam4future.

Quality first

In our survey, another criterion stands out clearly: quality. It is quality that shapes the shopping experience and, where appropriate, justifies a higher price. It also explains why certain brands emerge as favourites. But to speak of loyalty would be an overstatement. The relationship is more opportunistic, more open, less exclusive. Influence, however, is very real.

Social media plays a key role in discovering new products or brands. That’s often where the desire first arises. But what is striking is the gap between inspiration and taking action. Because contrary to what one might expect from a hyperconnected generation, the majority of purchases are still made in physical shops (54.2%). A figure that serves as a reminder that the tangible experience – seeing, touching and trying – remains decisive.

Social media plays a major role in discovering new brands.  (Image: Paperjam)

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But paradoxically, social media doesn't influence their purchasing decisions all that much.  (Image: Paperjam)

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The young people in our panel most often shop in stores. (Image: Paperjam)

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Finally, attitudes towards ownership are changing. Ownership is no longer automatically an end in itself, though it remains an important motivation. Use, durability and relevance are also factors that are taken into account. Buying second-hand is becoming established as a common practice, not necessarily as a statement of principle, but as one rational option among many.

Ownership remains a major motivator. (Image: Paperjam)

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Most of our panel members shop at secondhand stores, for a variety of reasons.  (Image: Paperjam)

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Giulia and Almin, influencers second hand & food

For Giulia Castellucci from Thionville, known as @Giucst.off on Instagram, second-hand shopping isn’t just a passing fad. It’s more like her whole way of life. Whether it’s fashion (most often) or furniture, she has been sharing her daily life, fashion tips and insider tips, and the best second-hand spots – first in the Greater Region and now across Europe – on her Instagram account (which has over 169,000 followers) for more than five years. The young woman, currently based in Italy, has just launched her app ‘Thriftmap: the Waze of European second-hand shopping. It’s an app that lists all the flea markets, second-hand shops and charity shops in Europe.’ It operates on a user-contributed model.

On social media, through his @mood.luxembourg page, Almin Hrkic explores and shares the country’s best lifestyle spots, particularly restaurants. His profile is typical of his generation, given that food is the category in which our Gen Z panel spends the most (50%), and that social media is where they most often discover brands and new products.

This article was written for the May 2026 issue of Paperjam magazine, published on 29 April. The content is produced exclusively for the magazine. It is published on the site to contribute to Paperjam’s comprehensive archive. Click on this link to subscribe to the magazine.

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