Consumer behaviour is evolving fast, and younger generations are increasingly shaping the mainstream market. According to the Deloitte Consumer Tracker report, 75% of Gen Z say environmental impact influences their food choices. Nearly 70% also actively seek brands that align with their values. Beyond sustainability, McKinsey’s Future of Wellness survey for 2025 reported that 84% of U.S. consumers rated wellness as a “top’’ priority.
Sustainability, nutrition and wellness are converging, and younger consumers are accelerating that shift. The challenge is making sure that strong intent translates into actual purchasing behaviour.
This opening session will break down the latest research, and assess how companies can convert shifting consumer values into long-term demand:
- What the newest data and insights reveal about sustainability-driven purchasing? How far does Gen Z really differ from older demographics?
- How trends in nutrition, wellness and clean labels are strengthening sustainability sentiment in purchasing behaviour
- Which levers accelerate the shift from intent to purchase- pricing, visibility, trust, credible claims and storytelling
- Are generational differences translating at checkout, and what it means for future market share
What to expect from this type of session...
Main stage sessions, but not as you know them. Because we’re off-the-record, leading experts can speak candidly about their experience with what works, and what doesn’t. At least half the session is dedicated to audience insights and questions to ensure we tackle the big issues head on.
