Social Media with a Conscience: Why Gen Z is Pushing for Ethical Branding in the Digital Space

Social media is our playground, but it’s also our protest ground, our safe space, and even our battleground for causes we care about. For Gen Z, scrolling isn’t passive; it’s personal. And if brands think they can show up without playing by our rules — spoiler alert — they’re not getting a seat at our digital table.

As a Gen Z social media consultant, I see it firsthand: brands are scrambling to figure us out. They know we’re not like past generations who’d settle for catchy jingles and glossy ads. But here’s the secret they don’t always get: we don’t just care about what you sell; we care about why you sell it. We’re calling for brands to show up authentically, transparently, and ethically — on and off the socials.

The Gen Z Perspective: Why This Matters to Us

Let’s be real: Gen Z grew up in a messy world. Climate change headlines? We saw them before we could even spell “sustainability.” Social justice movements? We were reposting #BlackLivesMatter before most brands were brave enough to say the words out loud.

We’ve grown up with brands trying to sell us everything, but we’ve also seen the cracks. Greenwashing. Token activism. Performative allyship. And we’re not having it anymore. According to a Sprout Social study, 64% of us want brands to take a stand on social issues. But here’s the twist: it better be real. If it feels like you’re just jumping on the latest cause to sell more products, we’ll catch on — fast.

What Brands Are Getting Wrong

A lot of brands are still playing it safe. They slap a “We care” sticker on their Instagram stories during Pride Month and call it a day. But we’re not here for bandwagoning or vague statements. We want to see action, receipts, and, most importantly, honesty. Even if you’re not perfect (no one is!), admitting your flaws and showing progress goes a long way with us.

How to Actually Get It Right (Hint: It's About More Than Marketing)

So, what does it take to win over a Gen Z audience? Here’s the tea:

Admit You’re Not Perfect: Perfection is overrated, and we can spot fake perfection a mile away. Share your challenges. Show the steps you’re taking to improve.

Turn Words into Action: Don’t just post about a cause — show us what you’re doing about it. Think Patagonia’s environmental activism or Ben & Jerry’s bold political stances. Action > Ads.

Be Ready for Tough Conversations: Gen Z loves to question everything (ask my parents — they’ll tell you I started young). If you’re inauthentic, expect us to call it out. But if you engage with humility and honesty, we’re all ears.

Partner with Purpose: Work with influencers or causes that make sense for your brand. We can tell when a collab is forced — and trust me, it’s cringe-worthy.

Bring Your Whole Self to the Table: You can’t half-heartedly support a cause one day and ignore it the next. We value consistency over convenience.

Case Study: Why PANGAIA Gets It Right

Let’s talk about PANGAIA — a brand that didn’t just hop on the sustainability trend; they’re out here setting the bar. Since launching in 2018, PANGAIA has built its identity around science, style, and sustainability. But it’s not just the buzzwords; it’s how they walk the talk.

Innovation in Materials: PANGAIA uses cutting-edge materials like bio-engineered fabrics made from seaweed fibres, grape waste for trainers, and recycled materials from fishing nets and industrial plastics. These aren’t gimmicks — they’re revolutionary solutions addressing the massive waste problem in the fashion industry. According to the Ellen MacArthur Foundation, the fashion sector produces over 92 million tonnes of waste annually. PANGAIA’s approach actively chips away at this statistic.

Transparency in Process: While many brands are vague about their supply chains, PANGAIA makes theirs crystal clear. They break down the environmental impact of their products and openly discuss their goals to reduce their carbon footprint. For example, they’ve committed to becoming completely carbon-neutral and actively publish updates on their progress. This transparency resonates with Gen Z, who crave real accountability.

Inclusivity and Accessibility: Sustainability often gets a bad rap for being elitist, but PANGAIA is trying to change that. While their pieces might not be “fast fashion” cheap, their focus on creating long-lasting, versatile essentials (like their iconic bright-coloured hoodies made from organic cotton) helps shift the mindset from fast consumption to mindful buying.

Aligning with Causes: PANGAIA doesn’t just sell clothes — they amplify movements. They’ve partnered with organisations like SeaTrees, which focuses on ocean reforestation, to plant mangrove trees with every purchase. Initiatives like this show that they’re not just in it for profit but genuinely investing in a better future.

Mastering the Social Media Game: Their Instagram isn’t just aesthetically pleasing; it’s a hub of education and advocacy. They use social media to share tips on sustainable living, look behind the scenes at their production process, and collaborate with artists and activists. By focusing on content that educates and inspires, they’ve positioned themselves as more than a brand — they’re a movement.

Results That Matter: Their commitment has paid off. PANGAIA saw a significant rise in revenue in 2020, primarily driven by Gen Z and Millennials. According to a Forbes report, 40% of their customers were under 30 — a testament to their ability to connect with young, socially conscious audiences.

The Future Is Ethical

Social media is where brands meet their audience, but it’s also where they’re held accountable. For us, it’s not about aesthetics anymore — it’s about action. The brands that get this will win our clicks and our loyalty. And loyalty? That’s priceless in a world with shorter attention spans than a TikTok dance.

So, if your brand isn’t ready to step up, that’s fine. But know this: Gen Z isn’t waiting around. We’re already rewriting the rules of engagement — one ethical post at a time.