Positive change

Why Gen G is the consumer shift brands can’t ignore

Sinéad Gray - March 2026

Meet Gen G

Gen G is the name we’ve given to a fast-growing consumer group for whom value-led sustainability is the baseline expectation, not a differentiator.

Why do we think everyone needs to know about Gen G?

Because they’re a powerful driver of growth.

Gen G represent around 10% of UK adults and are 10 times more likely than other groups to spend money on experiences and lifestyle products, making them a powerful driver for growth.

In a climate of rising costs and loud right-wing voices, Gen G are quietly continuing to spend in line with their values.

This is a group for whom the ethical position a brand takes is the biggest factor to impact their spending

A high-value growth audience

Gen G is currently the second highest-spending consumer group in the UK, with modelling predicting they will take the top spot by 2030.

Gen G spend differently to other audience groups on the same income:

• Fewer, more intentional purchases
• Higher basket value
• Stronger loyalty
• Less reliance on discounting
• More responsive to value-led messaging

Gen G’s purchase decisions balance price, impact and personal return.

They prioritise their spending on the following 5 areas:

1. Health and wellbeing – prioritising longevity over aesthetics, with sleep, gut health and anxiety being key areas of focus.
2. Premium food and drink – functional, not indulgent with a focus on ritual and craft
3. Fitness, movement, recovery – optimisation is a key area of interest
4. Experiences over possessions
5. Brands that make them feel more in control.

How to communicate with Gen G: proof over promises

Ethics still matters, but only when it’s credible. For Gen G, a brand’s ethical stance is a key driver of spend.

What works:

1. Lead with personal benefit 

• Show the benefit → “How does this improve my life?”
• Focus on optimisation → sleep, gut health, longevity, control
• Prioritise function→ functional food, recovery, meaningful rituals
• Position as intentional spend→ quality over cheap

2. Provide the receipts

• Make sustainability a ‘given’→ specific, evidenced, not a headline
• Share the work → Greenhushing is not the right answer to greenwashing risks
• Prove everything→ data, sourcing, outcomes

3. Create credibility

• Be calm, intelligent, confident→ expert tone, no hype
• Educate, don’t sell → expert voices, useful content
• Leverage trusted voices → micro-creators, experts, peers
• Design for depth + discovery → TikTok (learn), IG (identity),
  IRL/podcasts (trust)

What doesn’t:

• Don’t moralise or preach
• Don’t make vague claims
  (“eco”, “better for you”)
• Don’t trend-hop without substance
• Don’t use fear, guilt, or panic
• Don’t focus on aesthetics over health
• Don’t rely on empty purpose statements
• Don’t feel mass or generic → craft matters
• Don’t signal hollow luxury
• Don’t overuse celebrities
• Don’t hide the process → lack of transparency kills trust

The takeaway

Gen G isn’t a niche. It’s a commercially powerful shift in expectations.

It is reflected in record groups aligning themselves with The Green Party. And it’s set to keep growing.

Kindred is offering brands a free 15-minute call to discuss Gen G insight in more detail.

Note on research: ‘Get to know Gen G’ research, published in March 2026, is a joint venture between Kindred, the positive change PR & comms agency, and Bombe.io, the audience insight and targeting platform that predicts revenue and behaviour to 90 percent accuracy.