How Sustainable Brands Can Reclaim the Spotlight.

Gen Zs care about the planet, but many do not trust brands that say they are “green.” To win them back, brands need to be honest, clear and show real action. One big way to do this is through traceability, the ability to track a product’s journey from start to finish.

First, Gen Zs wants to see the truth. They do not just believe ads, they want proof. Brands that use traceability can show where materials come from, who made the product and how it was made. This builds trust.

Second, they want facts, not fluff. Saying “eco-friendly” is not enough. With traceability, brands can show real data like carbon footprint or fair labour practices.

Third, Gen Z loves real stories. Traceability helps share the people and places behind each item, making products feel more personal and meaningful.

Fourth, Gen Z wants to feel involved. When brands are open about their progress, even the hard parts, it makes people feel like they are part of the journey.

Lastly, this generation looks for constant improvement. Traceability helps brands spot what is working and what is not so they can keep getting better.

Traceability helps brands be real, clear and better and that is exactly what Gen Zs are looking for.