64% of Gen Z say they’ll abandon a brand the moment its sustainability claims don’t match reality.
We began The Good Guys because we knew Gen Z would reward the brands that actually do the right thing. When the climate—both literal and commercial—shifted again in 2025, we set out to test our hunch with a new study. What we uncovered even surprised us.
Gen Z isn’t swayed by recycled mission statements—they demand proof. Inside this guide, you’ll see why the vast majority feel brand messaging misses the mark, how easily they’ll switch when reality falls short, and why only a fraction will pay extra for “green” claims—unless those claims are backed by hard data. Our deep-dive shows that when brands embed short-term science-based targets and put real-time supply-chain evidence in the spotlight, they turn casual supporters into devoted superfans. Miss the mark and the exodus is swift.
Download the full guide to explore the case studies, the metrics that matter, and a playbook for moving sustainability from glossy campaign to core business process. Learn how leading companies are opening their books, co-creating with consumers, and capturing the loyalty (and spending power) of a generation that’s rewriting the rules of reputation and growth.