<h1>Korean Youth and Value-Based Consumption: The Quiet Power of Social Innovation</h1>

 During my time as a journalist, I had several opportunities to meet and talk with today’s youth, often referred to as the MZ generation (college students). Most conversations revolved around their interest in social values.

 

What I noticed was that young people are more concerned with social values than I had expected. While not every individual behaves this way, in general, youth don’t just buy products because they are cheap or aesthetically pleasing. Instead, they consider the values and philosophy behind a brand, as well as the meaning their purchase carries.

 

👉Consumption as a Language of Personal Values

 

Young people who own pets are concerned about animal welfare. Those who are disabled or have disabled friends are attentive to disability-related issues. Residents of specific regions care about regional decline and depopulation.

 

In other words, concerns like animal welfare, human rights, regional sustainability, and environmental protection are no longer just slogans—they are becoming criteria for consumption.

 

😍Interest in Value-Based Consumption Is Growing

 

This interest is also reflected in various studies.

In August of this year, the Korea Chamber of Commerce and Industry conducted a survey on 350 young people about ESG management and consumer trends.

 

The results showed that 66.9% of Generation Z would purchase products from companies practicing ESG, even if slightly more expensive. Meanwhile, 63.7% reported stopping purchases due to unethical corporate behavior or ESG-related controversies.

 

Fair-trade coffee, refill stations, upcycled fashion (accessories), and locally produced food are no longer mere trends—they have become a new cultural norm.

 

On social media, hashtags like #ZeroWaste and #Sustainability are used daily, and eco-friendly packaging or donation-linked brands are more often described as “cool” rather than just “pretty”. For young people, consumption has become an action that expresses their identity.

 

😓Interest ≠ Purchase

 

Still, practicing value-based consumption in daily life is not easy.

Even if they understand a company’s values and goals, high prices or limited access can prevent actual purchases.

 

One college student told me. 

“As a student, my budget isn’t very big, so I have to consider price when buying things. Even if a product carries value, it’s not always affordable. I want to buy it, but sometimes it’s too expensive.”

 

This shows that while young people are interested, this does not always translate into spending money.

 

😎The Momentum Doesn’t Stop

 

Interestingly, even within these constraints, the interest in value-based consumption continues.

Many young people make ‘better choices within their means’, even if not perfectly.

 

A representative example is the Korean phenomenon of ‘Donzzul’, which means supporting businesses or stores with good social practices by buying their products. This culture is becoming more established.

Similarly, at refill stations of beauty brands, it’s common to see young customers bring empty bottles from home to refill shampoo, conditioner, hand wash, or toner—actively participating in value-based consumption.

 

For young people, consumption is a choice of values.

While they are not perfect consumers, they know the direction they want their purchases to take, and increasingly, their choices are based on value rather than price.

 

😘Quiet but Powerful Social Innovation

 

Some may ask, “Can the purchases of a few young people really change the world?”

Yet among these youth, a culture of value-based consumption is taking root, and even small choices can seed changes in future markets.

 

Perhaps the consumption habits of young people represent a quiet but powerful form of social innovation.