Today (April 22) is the 56th anniversary of Earth Day. This year’s theme, “Our Power, Our Planet,” underscores that “Environmental progress is built through everyday action—from communities protecting ecosystems to innovators advancing solutions. Clean air, safe water, and climate resilience aren’t optional—they’re essential.”
Sustainability Drives Purchasing Decisions
For small business owners, it’s imperative to become more eco-conscious and embrace sustainability since that’s what many of today’s consumers expect from the companies they do business with—and work for.
An article from Plastiks reports that Generation Z and millennials “are the most likely to make purchase decisions based on values and principles that are personal, social, and environmental…[They’ve] redefined the marketplace, turning shopping into a statement of personal identity and social responsibility.”
A study from First Insight reveals that Gen Z is very willing to spend more on sustainable products and is on track to account for 40% of luxury purchases by 2035. The 2025 sustainability report from Blue Yonder shows that overall, 78% of consumers care about sustainable shopping.
Digging deeper into that stat, 86% of millennials and 88% of Gen Z agree that “sustainability considerations are important” when making purchasing decisions. And 65% of consumers are willing to pay more for sustainable products.
It’s Not Just Customers—It’s Your Workforce
The demand for sustainability extends beyond your customers. It impacts your ability to attract employees. ESG Today reports on a Deloitte study revealing that about 70% of Gen Z and millennials say a company’s “environmental credentials are important” when choosing an employer.
The 2025 Gen Z and Millennial Survey noted that members of these two generations will likely make up 74% of the global workforce by 2030. The survey found that 90% of each group says a sense of purpose is important to their job satisfaction and well-being. Deloitte says the respondents want to “balance a ‘trifecta’ of money, meaning, and well-being in their careers.”
According to the study, 65% of Gen Zs and 63% of millennials are “worried” about the environment. And 70% of survey respondents say they consider a company’s environmental credentials or policies important when evaluating a potential employer. Plus, 23% say they’ve already researched a company’s environmental credentials and policies before accepting a job, and 15% of Gen Zs and 13% of millennials say they’ve changed jobs due to concerns about environmental impact. Many (48% of Gen Z and 47% of millennials) say they and their coworkers have pressured their employers to take action on protecting the environment.
What This Means for Small Businesses
You don’t need a sweeping sustainability overhaul to meet changing expectations. But you do need to show you’re paying attention. Here are a few ways to start:
- Start small—and be specific.
Whether it’s reducing packaging, sourcing locally, or cutting energy use, small, visible changes build credibility. - Tell your story.
When you make sustainable choices, share them with customers and employees. Transparency matters more than perfection. - Listen to your customers.
Pay attention to what your audience values. Sustainability isn’t one-size-fits-all—it should align with your brand and community. - Look for operational efficiencies.
Many sustainable practices, such as reducing waste or energy use, can also lower costs. - Think about your team.
Employees increasingly want to work for businesses that reflect their values. Even modest efforts can help with retention and recruiting.
Sustainability doesn’t have to be complicated. But it does have to be intentional.
Rieva Lesonsky is the founder of Small Business Currents, a content company focusing on small businesses and entrepreneurship. You can find her on Twitter @Rieva, Bluesky @Rieva.bsky.social, and LinkedIn. Or email her at Rieva@SmallBusinessCurrents.com.
Photo courtesy Getty Images for Unsplash+
