Gen Z No Longer Responds to Preachy Eco-Messages?! Starbucks (37%) and Muji (33%) Top Rankings with Different Support Reasons, Revealed by Z-SOZOKEN in 9th Insight Summary.

Fiom LLC (Headquarters: Shibuya-ku, Tokyo, Representative: Yohei Takeshita), a creative company targeting Gen Z, operates the think tank "Z-SOZOKEN (Gen Z Creativity Research Institute)" where Gen Z members analyze actual conditions and values. The institute has independently released its ninth Insight Summary, offering a deep dive into the trends of the "Sustainable" category from its latest research report, "Gen Z's Brand Image Skyrocketed Ranking." This report surveyed 300 Gen Z individuals (ages 18-24) nationwide across 19 sectors including food, cosmetics, apparel, and entertainment.

In recent years, with growing interest in SDGs and ESG management, "sustainability" initiatives have become essential across all industries. Marketing professionals are constantly grappling with how to effectively communicate their company's environmental and social considerations to Gen Z and enhance brand value.

However, preachy promotions that merely proclaim "eco-friendliness" or superficial greenwashing lacking substance are instantly seen through by Gen Z, who possess high information literacy. This can lead to aversion and alienation from the brand.

Against this backdrop, "Z-SOZOKEN," a research institute specializing in Gen Z, has highlighted the "Sustainable" category, where corporate social responsibility is scrutinized, from the overall rankings across 19 sectors.

The era where eco-consciousness was viewed as a niche activity for the "highly conscious" is over. Today's Gen Z clearly seeks "stylish social participation that isn't pushy" and "effortless eco-friendliness integrated into daily life." This summary analyzes and presents these evolving demands and their underlying psychology from a novel and unique perspective.

Decoding Unique Insights into Gen Z's Sustainable Brand Evaluation

The "Sustainable" category of this survey revealed that Gen Z finds distinct values in brands, seeing them as enabling "smart social contribution as self-expression" and fostering "deep empathy with corporate stances."

・Starbucks, Champion of Stylish Eco-Activities, Takes 1st Place (Improved Image: 37%)

Starbucks was the top-ranked brand for improved image. By introducing paper straws and offering discounts for reusable cups, they have succeeded in designing environmental initiatives not as "sacrifices for the environment" but as "part of a stylish lifestyle spent at Starbucks."

・Ryohin Keikaku (Muji), an Infrastructure for Daily Life, Closely Follows in 2nd Place (Improved Image: 33%)

Ryohin Keikaku (Muji) ranked second. Their corporate stance, which allows consumers to make sustainable choices naturally without conscious effort—such as installing water dispensers in stores and using environmentally friendly materials in apparel—is highly valued as "daily life infrastructure."

・Patagonia, with its Strong Philosophy and Message, Ranks 3rd (Improved Image: 8%)

Patagonia followed in third place. They garner passionate support from those who are moved by their uncompromising commitment to environmental protection, even at a slightly higher price point, and incorporate the brand into their identity.

【Research Report Commentary】Detailed Rankings and Deep Analysis of the "Sustainable Category"

Based on the data in the main report, we delve deeper into Gen Z's real values regarding sustainable brands and provide marketing hints for companies to glean.

1st Place: Starbucks (Improved Image: 37% / Image Skyrocketed Most: 21%)

As exemplified by comments like, "The environmental initiatives, like switching to paper straws and discounts for bringing your own bottle, feel accessible" (20 years old / University Student / Kyoto), the biggest reason for Starbucks' top ranking is its success in transforming sustainability from "a special, high-minded activity" into "a stylish, everyday action." While Gen Z is interested in social issues, they dislike "preachy" or "uncool" messages. Starbucks has created a space where users can comfortably participate in social issues without feeling pressured, by making carrying a reusable bottle a status symbol and offering practical benefits like discounts.

2nd Place: Ryohin Keikaku (Muji) (Improved Image: 33% / Image Skyrocketed Most: 18%)

As stated in comments like, "I like their corporate stance, with water dispensers in stores and many clothes made from environmentally friendly materials" (22 years old / Working Professional / Hyogo), Muji functions as a platform for Gen Z's "effortless, down-to-earth social contribution." The seamless experience of choosing Muji because it's "simple and easy to use, and it happens to be environmentally friendly" directly appeals to Gen Z's sense of comfort, rather than having to make a special effort for the environment. Visualizing the "corporate stance" through concrete actions like installing water dispensers in stores also boosts favorability as a genuine and trustworthy brand.

3rd Place: Patagonia (Improved Image: 8% / Image Skyrocketed Most: 3%)

As voices like, "Their message about environmental protection is strong and cool. Even if it's a bit expensive, I want to buy it because I agree with their philosophy" (24 years old / Working Professional / Tokyo) indicate, Patagonia is positioned as the pinnacle of "consumption based on shared values." For Gen Z, wearing Patagonia is not just about staying warm or fashion; it's a declaration of identity (self-expression) that "I prioritize environmental protection." Amidst the flood of superficial SDG appeals, their "genuine stance (purpose)"—prioritizing the planet even at the cost of their own sales—is a powerful weapon that transcends price barriers and strongly resonates with Gen Z.

Survey Overview

Survey Name: Gen Z's Brand Image Skyrocketed Ranking

Target Audience: Gen Z nationwide (18-24 years old)

Survey Period: September 2025

Survey Method: Internet-based questionnaire survey

Valid Responses: n=300

Analysis: Z-SOZOKEN (Gen Z Creativity Research Institute) (Operated by Fiom LLC)

Usage Conditions

Please clearly state "Fiom LLC" as the source of information.

Download the Complete 51-Page Research Report for Free

The content introduced here is an excerpt from the full report, covering only a portion of the 19 sectors surveyed.

The full report includes the "Image Skyrocketed Ranking" for all 19 industries, including the "Sustainable" category discussed in this release, as well as SNS, Apparel, Cosmetics, Food, Retail Stores, Cafes, Travel, E-commerce, Education, Games, Video Distribution, Music/Theater, and Finance.

Furthermore, it provides a multifaceted analysis of specific brands whose image has "declined," along with the critical reasons, based on Gen Z's candid opinions.

The report is packed with real Gen Z insights that can be immediately applied to your brand strategies and communication initiatives starting tomorrow.

If you are interested, please download and utilize the report from the link below.

Comment from the Director of Z-SOZOKEN

◆Yohei Takeshita

Director, Z-SOZOKEN (Gen Z Creativity Research Institute)

CEO, Fiom LLC

Born in 2005. Established Fiom LLC in October 2021. With a mission to maximize the creativity of Gen Z creators, the company engages in communication production and research & planning for Gen Z, by Gen Z. Has supported a wide range of organizations, from listed companies and large corporations to SMEs, ventures, startups, and government bodies. Leverages Gen Z's creativity to provide one-stop support from upstream design to production and operation of advertising communications targeting Gen Z.

For Gen Z, sustainability has evolved from "loud, preachy sermons" to "a stylish part of everyday life" and "voting for companies they empathize with."

The ranking of Starbucks and Muji, highlighted in this ninth Insight Summary, proves that Gen Z's approach to social issues has shifted from "doing eco-friendly things out of obligation" to "critically evaluating whether it aligns with their lifestyle and aesthetic sensibilities."

To increase engagement with Gen Z, simply plastering on SDG badges and making appeals is insufficient.

Companies that can design sincere communication deeply rooted in the target audience's "everyday reality"—whether by offering "stylish experiences that satisfy their desire for approval" like Starbucks, or by "naturally integrating it into their consumption flow" like Muji—are the ones that can truly "skyrocket" their brand image.

"Gen Z Research Menu" for Discovering Real Insights by Gen Z Members

Beyond independent research like the one introduced in this release, Z-SOZOKEN offers a "Gen Z Research Menu" where Gen Z researchers directly handle projects tailored to corporate challenges.

Instead of an external observation-based approach using adult standards, we achieve "synchronization of passion" as members of the same generation living in the current era, uncovering deep psychological insights and contexts invisible in superficial surveys. We define the "inevitability" for your brand to be chosen by Gen Z.

【Service Plans (Partial Excerpt)】

・Z-SOZOKEN Market Research Plan (Standard Menu)

We conduct original research, from hypothesis formulation to quantitative surveys and qualitative interviews, and deliver a custom research report detailing the findings.

・Z-SOZOKEN Insight Research Plan (Standard Menu)

In addition to market research, we provide end-to-end support, including in-depth research and integrated PR support (press release distribution) to make insights widely known.

・Customized Research by Objective (Single Menu)

We propose the optimal approach tailored to your objectives, including in-depth interviews, group interviews, nationwide quantitative surveys, and evaluation/improvement of existing creative content from a Gen Z perspective.

Specific pricing, schedules, and deliverables for each plan are exclusively available within the service brochure. Companies facing challenges in Gen Z marketing research or customer understanding are encouraged to download the brochure from the link below for details.

For Those Struggling to Appeal to Gen Z

"Our appeals regarding SDGs and environmental considerations aren't resonating with Gen Z."

"We don't know how to sincerely convey our brand's value without being perceived as greenwashing."

To all the representatives who felt this way after seeing the results of this survey.

We are a creative company specializing in Gen Z, with all our members belonging to Gen Z.

Leveraging Gen Z's unique sensibilities and peer perspectives, we provide integrated, one-stop support from marketing research and strategy design to planning, production, and operation.

If you are facing difficulties with planning, production, marketing, or branding for Gen Z and young demographics, please feel free to contact us.

https://fiom-llc.studio.site/contact

About "Z-SOZOKEN (Gen Z Creativity Research Institute)"

Creating the Future with Gen Z Creativity. A Next-Generation Think Tank Specializing in Gen Z.

"Z-SOZOKEN" is a next-generation think tank specializing in Gen Z, operated by Fiom LLC, a creative company for Gen Z. It uncovers and explores new insights through analysis from the perspective of Gen Z peers.

Gen Z members grasp and analyze the actual conditions and values of Gen Z from various viewpoints. We explore the unknown culture of Gen Z, which leads the times, and seek new values that will pioneer the era.

We provide practical marketing information that can be utilized for communication and promotion design that resonates with Gen Z, centered on empathy originating from real Gen Z individuals.

Official Website: https://z-sozoken.studio.site

About Fiom LLC

A Creative Company Specializing in Gen Z, Composed Entirely of Gen Z Members

A creative company specializing in Gen Z, composed entirely of Gen Z members. We implement a Gen Z-centric approach based on Gen Z's creativity. We provide support from upstream design to production and operation of advertising communications targeting Gen Z. A creative company that leverages the sensibilities of Gen Z, leading the times.

Company Name: Fiom LLC
Address: 6-23-4 Jingumae, Shibuya-ku, Tokyo, Kuwano Building 2F
Established: October 15, 2021
Representative: Yohei Takeshita
HP: https://fiom-llc.studio.site

Inquiries Regarding This Matter

Email: info@fiomllc.com
Inquiry Form: https://fiom-llc.studio.site/contact