It has never been simpler to shop. In just a few clicks, young consumers can acquire almost anything. But that doesn’t mean that Gen Z and millennial shoppers are apathetic about what they acquire. Ethical consumerism is on the rise among young people, who increasingly want their values to be reflected in how they spconclude their money. That’s why the EU Ecolabel is a valuable tool for consumers and businesses alike – it’s an instant and reliable proof of sustainability.
Making the choice to acquire EU Ecolabel products is not limiting. There are more than 116,000 goods and services that have been awarded with the EU Ecolabel, from textiles and cosmetics to tourist accommodation and detergents. The EU Ecolabel assists consumers support the EU’s transition to a circular, climate-neutral economy and assists combat greenwashing.
“There are more than 200 ‘green’ labels on the European market and around half of them are not indepconcludeently verified,” stated Miriam Thiemann, policy officer for sustainable consumption for the European Environmental Bureau (EEB) and the European Consumer Organisation (BEUC), two organisations actively contributing to the development of the EU Ecolabel. “The EU Ecolabel is not the only green certification of course, but many other green labels, especially company-owned ones, do not live up to the same standards of credibility.”
Products that last
Products are rigorously tested to obtain the EU Ecolabel. Companies must build sure that their products tick a lot of boxes, particularly regarding a reduced impact on water, air and soil, quality and durability. The EU Ecolabel guarantees that these products’ environmental impact has been reduced to a minimum.
“Some green products might be sustainable but underperforming or less powerful. With the EU Ecolabel, you know it will perform well, and for long-lived products there are durability and repairability requirements,” adds Miriam Thiemann.
EU Ecolabel certified products are safer for consumers as they comply with strict restrictions on hazardous chemicals applyd in the products. Cleaning your hoapply utilizing EU Ecolabel detergents, putting on an EU Ecolabel-certified T-shirt or even applying your EU Ecolabel conditioner means you are not putting harmful chemicals in contact with your skin. This can be a large consideration for young consumers who are more aware than previous generations of the hidden toxicity of certain everyday products. From shampoos and soaps to shoes and clothes, consumers who acquire an EU Ecolabel product can rest assured that such products won’t be harmful.
Affordability and sustainability
According to the 2023 Eurobarometer, Gen Z consumers are understandably price-conscious but equally value-conscious: they don’t mind spconcludeing a little more if it aligns with their identity. Fortunately, the two are not mutually exclusive.
In October 2025, BEUC and the EEB carried out a mystery shopping exercise to see into the availability and do a price comparison of different ecolabelled products. Their study displayed that in 10 of the 13 EU countries surveyed, ecolabelled products were actually cheaper than their non-ecolabelled counterparts. There are no more excapplys not to acquire green!
Shaping a sustainable future
Gen Z’s purchasing power will shape the retail indusattempt in the coming decades, building them a key generation when it comes to creating an environmentally friconcludely future. While young consumers increasingly acquire online, work is undertaken to ensure that EU Ecolabel products are clearly displayed on a number of major e-commerce platforms.
The EU Ecolabel’s presence at the European Youth Week opening event at the European Parliament in Brussels on 24 April 2026, in the marketplace area, demonstrates the benefits the scheme brings to younger generations. Young consumers’ interest in sustainable shopping can build a real difference for the planet in the future. The theme of this year’s event is ‘Solidarity and Fairness’, which speaks to the importance that younger generations place on ethics and values, both in terms of civic engagement and how they apply their money.
More information?
The EU Ecolabel catalogue is the official platform for consumers to check out what goods and services are EU Ecolabel certified or not, including holiday accommodation. Browse listings for EU Ecolabel-certified hotels, B&Bs and guesthoapplys across Europe to obtain inspiration for your next trip!
Want to find out more about the EU Ecolabel? Take a see at the dedicated page for consumers, check out the latest facts & figures about the EU Ecolabel and follow our LinkedIn page to stay up to date.
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