53% of Gen Z Say No to Brands With Too Much Plastic, Our Survey Finds

In a survey of 1,000 Americans, sustainability emerged as a defining force in how people shop. From Gen Z refusing brands with excessive plastic packaging to high-income earners reshaping their buying habits, consumers across age and income groups are rethinking their purchases.

The findings point to a clear pattern: people want to reduce their environmental footprint, and they expect brands to do the same.

Key Findings:

• 53% of Gen Zers have stopped buying a product or brand due to excessive plastic packaging.
• 75% of Americans making $150,000 or more have made changes in their purchasing habits to reduce plastic use in the past year
• 57% of Americans believe brands and manufacturers should take the most responsibility for reducing plastic waste.
• 77% of Americans trust companies’ claims about using ‘eco-friendly’ or ‘sustainable’ packaging.
• 33% of women say they find personal care products to be the most difficult to buy plastic-free.
• 59% of Americans are optimistic that single-use plastic will be largely phased out in the next 10 years.
• 21% of Gen Zers always check product packaging labels for sustainability claims.

Over Half of Gen Z Shun Brands Over Plastic Packaging, New Survey Finds

 

In our survey, 53% of Gen Z respondents said they have stopped purchasing a product or brand because of excessive plastic packaging. This shift highlights how seriously younger consumers take environmental impact and how closely they watch brand behavior.

Gen Z grew up watching the consequences of plastic pollution unfold in real time. Microplastics in the bloodstream, climate impacts, and daily exposure to environmental issues have made packaging choices feel personal. When a company talks about ethics but ships products wrapped in unnecessary plastic, this group views it as a contradiction.

Social media amplifies that reaction. Overpackaging often becomes a viral talking point, and brands risk being publicly called out. For Gen Z, ignoring sustainability in packaging signals carelessness. That alone is enough for them to move on.

High Earners Are Also Making the Shift, With 75% Cutting Plastic Use

 

Sustainability is resonating far beyond Gen Z. 75% of Americans earning $150,000 or more said they have changed their buying habits in the past year to reduce plastic use.

To these shoppers, sustainable packaging represents quality and intention. Choosing glass, bamboo, or refillable options fits a lifestyle focused on thoughtful purchases. Many see eco-friendly swaps as a positive upgrade, not a sacrifice.

Luxury brands have accelerated this trend. High-end skincare, wellness products, and home goods have adopted aluminum, bamboo, and compostable alternatives. When the luxury sector moves, affluent shoppers follow and expect the rest of the market to rise to the same standard.

The broader shift toward minimalism and selective consumption also plays a part. Plastic-heavy packaging feels outdated to shoppers who prefer fewer, better items.

Consumers Point to Brands as Key Players in Plastic Waste Reduction

 

As individuals make changes in their own lives, Americans believe companies should be taking much larger steps. 57% of respondents said brands and manufacturers should bear the greatest responsibility for addressing plastic waste.

This reflects frustration with a marketplace where nearly every aisle is dominated by plastic, while practical alternatives remain limited. Consumers feel they are being asked to make responsible choices without being offered responsible options.

For many years, companies encouraged people to recycle and reduce waste while increasing the production of single-use plastic. That disconnect has become obvious to shoppers. They know companies control materials, supply chains, and packaging choices at a scale individuals cannot match.

People want brands to lead with solutions. Plant-based materials and low-waste packaging have become key signs of whether a company is serious about its environmental commitments.

Most Consumers Trust Eco Claims, But They Still Expect Follow-Through

 

Even with recent conversations about greenwashing, trust in sustainability messaging remains high. 77% of Americans said they trust companies that label their packaging as sustainable or eco-friendly.

This trust comes from practicality. It is difficult for shoppers to evaluate materials, recycling systems, or certifications during a quick store visit. People want simple, reliable cues that a product is better for the environment.

Design plays a role here as well. Natural textures, green color palettes, and familiar icons often act as shorthand for sustainability. Still, trust does not equal blind acceptance. Consumers watch closely to see whether companies follow up on their claims. Brands that deliver on their promises, especially with plant-based packaging, gain long-term credibility.

Personal Care Products Pose the Greatest Plastic-Free Challenge for Women

 

Even with greater interest in reducing plastic, some categories remain far more difficult than others. One-third of women in our study said personal care items are the hardest products to buy without plastic packaging.

This category is uniquely complex. Women often handle the bulk of household purchasing and already evaluate beauty and hygiene items for safety, ingredients, performance, and price. Adding “plastic-free” makes an already detailed decision even more complicated.

Personal care is also one of the most packaging-heavy sectors. Items like mascara, pump dispensers, and skincare bottles require multiple components, and many formulas need airtight or protective containers.

Many women want plastic-free options, but the products simply are not available at scale. Bamboo tools and plant-based packaging offer a more practical alternative, but adoption has not kept pace with consumer interest.

Hope on the Horizon: Most Americans Expect a Future Beyond Single-Use Plastic

 

Even with the challenges, optimism is high. 59% of Americans believe single-use plastic will be largely phased out within the next decade.

This belief is shaped by clear momentum:

• Paper straws and plastic bag bans are widespread.
• Retailers are reducing packaging waste.
• Major brands have public commitments to cut plastic.
• States like California and New York have passed significant packaging legislation.
• International policies are pushing global progress.

Awareness about microplastics has also grown, shifting the concern from environmental impact to personal health. Many Americans now see a future without single-use plastic as realistic and overdue.

Gen Z Reads the Fine Print, With 21% Always Checking for Sustainable Packaging

 

Gen Z is not just reacting to packaging choices; they are actively looking for proof that brands are doing what they say. 21% of Gen Z respondents said they always check labels for sustainability claims.

This fits a generation that is used to verifying information. They grew up surrounded by misinformation, so they examine claims more closely. Influencers and watchdog accounts frequently expose misleading packaging, making Gen Z more aware of vague or decorative sustainability language.

Even with lower average incomes, this group is intentional with their purchases. They want products that reflect their values, and label-checking helps them make confident choices. For brands, this is a clear sign that packaging claims must match the product itself.

Summary

This study shows that sustainability is shaping consumer behavior across age, income, and lifestyle. Gen Z is walking away from plastic-heavy brands, high earners are adjusting their routines, and women face limited options in personal care aisles. Across groups, shoppers want to reduce plastic use and want companies to make that easier.

Optimism remains strong. Many Americans believe that a future without single-use plastic is within reach. Progress will come from individual choices and corporate action working together, one product and one package at a time.

Methodology

To understand how Americans are approaching sustainable purchasing, we surveyed 1,000 adults across the country. Participants answered questions about their shopping habits, attitudes toward plastic packaging, and expectations for companies adopting sustainable materials. Responses were analyzed by demographic groups, including age, gender, and income, to identify trends and differences in consumer behavior.

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