College and University | Sustainability
From Campus To Consumer, Gen Z Seeks Authentic Sustainability
2/25/2025
No current generation feels more passionate about sustainability than Gen Z consumers. That’s a fact highlighted during a 2024 YouGov study on behalf of Whole Foods Market, which surveyed online 1,023 adults between the ages of 18 to 27 in the United States.1
According to the survey, 70% of Gen Zers support climate-smart agricultural practices. That’s taken into consideration when this generation purchases products, dines out, and more. What’s significant is that they’re willing to spend more with companies that prioritize sustainability.
“As Gen Z generates a higher demand for environmentally conscious products, we have continued to increase our efforts toward climate-smart agriculture and responsible sourcing practices,” Jason Buechel, Whole Foods Market Chief Executive Officer, stated in the study. “This generation gives me great optimism as we continue to protect our food systems for future generations to come.”
Additional findings from the report:
Brand loyalty is increasingly tied to social responsibility, with 69% believing brands should advocate for a change in responsible sourcing.
More than 60% report stronger feelings about food sourcing and ingredient transparency compared to five years ago.
60% aim for healthy eating, as health concerns motivate dietary restrictions for 53%. This indicates that emphasizing the health benefits of sustainable choices could better resonate with Gen Z.
Global marketing agency Team Lewis further emphasizes the importance of “avoiding greenwashing” to attract this discerning generation as consumers.2
“They want to see the receipts,” the agency explains. “That means transparency of ethical practices in every aspect of business. Understanding the intersectionality of sustainability means showing your efforts to reduce CO2 emissions and revealing the working conditions and supply chain of your behind-the-scenes production.”
Sustainability starts on school campuses
As sustainability activists, Gen Zers are not waiting until they’ve graduated from college and are gainfully employed to make an impact. They’re involved in essential programs on their campuses. At Boston University and the University of Massachusetts Amhurst, for example, students are learning firsthand about sustainable practices in the dining rooms.
Annually, Boston University serves 6.2 million meals, which are designed to have a positive impact on the environment and wellness of its community. Several sustainability programs are intact, including the Certified Green GSU food hall, plant-based menus, and Menus of Change, which aims to create a healthier, more delicious food future. The latter was initiated by the Culinary Institute of America and the Harvard T.H. Chan School of Public Health, with one of its core principles being plant-forward eating.3
Simplot has created a host of plant-forward recipes that would certainly appeal to Gen Z consumers, particularly on college campuses. While they love their familiar favorites, this group wants more meals with unique flavors or different cuisines.
Here are some recipe examples for inspiration:
Another outstanding example of a higher-education institution leading the charge in sustainable dining, the University of Massachusetts Amhurst is committed to becoming carbon neutral by 2032.4 UMass Dining serves 5.5 million meals a year and has chosen “forward-thinking food suppliers with solid sustainability credentials.” It also partnered with My Emissions to help measure and reduce its carbon emissions on menus, which made UMass Dining the first college or university in the country to include carbon footprints on dishes they serve.
“The carbon reduction UMass has achieved is nothing short of remarkable,” Matthew Isaacs, co-founder of My Emissions, says. “As one of the largest university dining operations in the United States, they are showing institutions how they can use carbon labeling to achieve a real emissions reduction.”
Since implementing the program in 2022—and analyzing more than 4,000 different dishes—they calculated that UMass Dining reduced its total carbon emissions by 3.59% in 2023/24 compared to 2022/23, saving over 413 tCO2e. They’ve also observed the emissions per diner decreased by 2.21% and the average carbon intensity of food (emissions/kg) decreased by 9.79%, both across the same time span.
These results allowed them to determine that focusing on plant-forward dishes and integrating low-carbon ingredients was important. Essentially, that means not eliminating animal proteins like beef in dishes, but by using less, carbon emissions are reduced.
Simplot sustainability in action
Simplot recognizes the importance of transparency, which is why the company outlined a 10-year sustainability plan, 4Sight 2030, in 2020. The company chose four primary areas of impact:
Carbon: Reduce carbon emissions by 20% per ton of product.
Energy: Reduce energy use by 15% per ton of product.
Waste: Achieve zero waste to landfill in our food processing plants, globally.
Water: Reduce freshwater intake by 15% per ton of product.
Additionally, Simplot is a founding member of the Potato Sustainability Alliance, a group of potato processors, distributors, major restaurant chains, and more than 600 growers, who collaborate to grow, process and serve potatoes more sustainably. The company has also received numerous accolades for sustainability, including the Idaho Governor’s Award for Excellence in Energy Efficiency, Idaho Governor’s Award for Leadership in Industrial Energy Efficiency, and LEED Gold Certified for the Idaho processing plant.
Gen Z’s passion for sustainability presents both a challenge and an opportunity for college and university foodservice operations. As this generation increasingly prioritizes climate-smart agriculture, responsible sourcing, and transparency, institutions must align their dining services with these values to meet student expectations.
1 Gen Z Hungry for Transparency in Food Sustainability, Quality Amid Climate Concerns
2 Gen Z and sustainability: Bringing value to their dollar
3 Sustainability: How to be good to your taste buds and be good to your planet
4 UMass Dining: How the leading US dining program reduced emissions by 3% in 23/24
