Grénman, M., Hakala, U., Mueller, B., & Uusitalo, O. (2024). Generation Z’s perceptions of a good life beyond consumerism: Insights from the United States and Finland. International Journal of Consumer Studies, 48(1). https://doi.org/10.1111/ijcs.12994
Abstract
This paper examines Generation Z consumers’ perceptions of a good life beyond consumerism and how their perceptions and practices have evolved during crises and the cultural context in which they live. We present a unique theoretical and empirical cross-cultural investigation which focuses on the ecological crisis and COVID-19 pandemic, and the changes they have caused to Gen Zs’ daily lives in the United States (California) and Finland. Through focus groups and surveys conducted before and during the pandemic, the study identifies key pathways of a good life for Gen Zs, encompassing the following dimensions:
1. Healthy Behaviors and Balance
2. Positive and Meaningful Relationships
3. Happiness and Positivity
4. Meaningful Things
5. Productivity and Goals
6. Daily routines
The findings indicate a notable shift in Gen Zs’ priorities since the onset of the pandemic, revealing an increased emphasis on virtuous behaviors and a eudaimonic approach to life characterized by moderation, meaningfulness, and self-realization. Furthermore, they are deeply concerned about climate change and biodiversity loss, with many expressing strong worries about environmental degradation. Importantly, these crises have further intensified their commitment to sustainability, fostering greater environmental and social consciousness, a preference for locally produced and small-scale products, and inclination toward secondhand consumption.
Overall, this study highlights Gen Zs as a powerful force for change, emphasizing their desire for a sustainable future and providing valuable insights into strategies for promoting ecological well-being for both nature and future generations.
Reseachers
Further information and interviews: Miia Grénman
D. Sc. (Econ. & Bus. Adm.) Miia Grénman (miia.k.grenman@jyu.fi) works as a postdoctoral researcher at the University of Jyväskylä (JSBE) in Academy of Finland’s funded interdisciplinary and multi-year research project: Biodiversity Respectful Leadership (BIODIFUL). Her research focuses on sustainability, good and meaningful life, and Gen Z as future consumers and leaders.
D.Sc. Outi Uusitalo (outi.uusitalo@jyu.fi) is Professor of Marketing in University of Jyväskylä, serving as a Head of Marketing discipline and Sustainable Business research group at Jyväskylä University School of Business and Economics. In the BIODIFUL research project, Outi works in the work package 3 Biodiversity and Consumption.
