Why consumers are demanding more than just “sustainable”

The younger generations want to see brands regenerating the environment.

Sustainability once sounded like the pinnacle of progress—a badge brands wore proudly to signal responsibility on climate, health, and the environment. But for today’s consumers, especially Gen Z, “sustainable” feels like standing still while the planet unravels. In the face of climate chaos, depleted soils, and vanishing biodiversity, maintaining the status quo is no longer enough. The call of our time is not just to sustain, but to restore—to repair what’s been broken and restore what’s been lost.