Disillusioned Gen Z, millennial consumers can drive real change

Walk into any classroom, scroll through TikTok or sit in on a Gen Z focus group, and you’ll hear a familiar refrain: “We care, but nothing changes.”

Across climate action, racial justice and corporate ethics, many young people believe their values are out of sync with the systems around them and are skeptical that their voices, votes and dollars alone can address deep systemic problems.

If you feel this way, you’re not alone. But are young consumers truly powerless? Or are they simply navigating a new kind of influence that’s more diffuse, digital and demanding in ways previous generations did not experience?

The rise of political consumerism

Political consumerism — the act of buying or boycotting products for political or ethical reasons — is on the rise among younger generations.

A 2023 study found that 81 per cent of Gen Z consumers report changing purchasing decisions based on a brand’s reputation or actions, with 53 per cent having participated in economic boycotts.

A 2022 meta-analysis of 66 studies found that political consumerism is strongly associated with liberal ideology, political interest and media use.

In other words, young people who are politically engaged are increasingly using their wallets to express their values.

For many young people, consumption is increasingly an expression of identity and belief. The rise of “lifestyle politics” involves a shift from traditional forms of participation like voting or protesting to everyday acts.

For many Gen Z and millennial consumers, what you buy is who you are.

The limits of ethical consumption

Yet enthusiasm for ethical consumption often meets frustration. Consumers frequently encounter greenwashing, performative allyship and corporate backpedalling.

And if everyone’s “voting with their dollar,” why does so little seem to change? The answer lies in understanding the limits and leverage of consumer power.

Individual action alone isn’t enough. Buying ethically can feel good, but it rarely moves the needle on its own. Research suggests political polarization has made brand preferences more ideologically charged, but also more fragmented. A progressive boycott might spark headlines, but unless it’s sustained and widespread, it often fizzles out.

At the same time, enthusiasm for ethical consumption often runs into practical limits. Buying ethically usually requires extra money and the ability to research brands, so it tends to be most accessible to people with disposable income and good access to information. This means that while many young people strongly support ethical consumption, only those with sufficient financial resources are able to practise it consistently.

Where individual choices fall short, collective action can be more impactful.

Co-ordinated campaigns like #GrabYourWallet, which targets companies linked to Donald Trump, or the youth-led push to divest university endowments from fossil fuels demonstrate the power of organized consumer advocacy.

Voting still matters

Consumer activism complements, but does not substitute, traditional civic engagement. Policy shapes markets, regulation sets boundaries for what companies can get away with and elected officials determine what corporations can and cannot do.

Yet voter turnout among young Canadians remains stubbornly low. In the 2021 federal election, only 46.7 per cent of eligible voters aged 18 to 24 cast a ballot, compared to 74.4 per cent of those aged 65 to 74.

In the United States 2020 presidential election, turnout among 18- to 34-year-olds was 57 per cent compared to 74 per cent for those 65 and older.

Similarly, in the United Kingdom’s 2019 general election, only 53.6 per cent of 18- to 34-year-olds voted versus 77 per cent of those 65 and older, showing the same generational gap seen in Canada where older voters consistently out-participate younger ones.

If young people want to influence climate policy, housing or student debt, the ballot box remains one of their most potent tools.

What actually makes a difference?

So how can young consumers move from performative gestures to meaningful change? Evidence suggests several ways young consumers can translate values into tangible change:

• Support worker-led movements: Rather than just boycotting a brand, consider supporting the workers organizing within it. Whether it’s Starbucks baristas unionizing for better labour conditions or garment workers demanding fair wages, consumer solidarity can amplify their efforts. Share their stories and respect their asks so you don’t cross picket lines, including when to boycott and when to buy.

• Push for policy, not just products: Advocate for systemic change such as supply chain transparency laws, supporting living wage campaigns or demanding climate disclosures from corporations. When consumer sentiment aligns with regulatory pressure, companies are far more likely to act.

• Invest in local and co-operative alternatives: Not all change comes from pressuring big brands. Sometimes, it’s about supporting local businesses, worker co-ops and social enterprises that embed ethics into their structure. These alternatives demonstrate what’s possible and keep money circulating in communities.

• Educate, organize, repeat: Change is slow. It requires patience, persistence and people power. It involves educating peers, organizing campaigns and staying engaged even after media cycles fade. Montréal teenager Fatih Amin exemplifies this approach, having built a climate movement through poster campaigns, recycling competitions and Gen Z-focused conferences.

From cynicism to agency

It’s easy to feel cynical. The problems are big, the systems are entrenched and the stakes are high. But young people aren’t powerless. They’re navigating a landscape in which influence is less about individualism and more about strategic, collective action.

Political consumerism is most effective when paired with civic engagement and organizational membership.

That means joining movements, building coalitions and recognizing that real change rarely comes from the checkout line alone.

So while individual choices matter, they are most effective when combined with collective action and civic engagement. If you’re seeking meaningful change, you must combine purchasing choices with organized campaigns, policy advocacy and voting.

» Eugene Y. Chan is an associate professor of marketing at Toronto Metropolitan University.

» This column was originally published at The Conversation Canada: theconversation.com/ca