Written by Louise Daisy Mannion and Ella Matthews

We are witnessing a shift in how technology and sustainability are coming together for a greener future. According to TravelPerk, 78% of consumers prefer companies prioritising sustainability, with 71% willing to pay for more eco-friendly options. It is clear the demand for eco-conscious technology is growing.

The emerging trend of eco-friendly technology is gaining momentum driven by a shift in consumer behaviour. Events such as the covid-19 pandemic triggered a reaction in buying behaviour by increasing people’s awareness for health and safety and the demand for wellness products. Similarly, the climate crisis has brought environmental responsibility into focus and a growing rise in brands adopting sustainable practices to earn consumer trust. 

As Gen z’s we care about sustainability and climate change is a real concern. We are reading, seeing and learning more about it every day, that awareness allows us to think about the positives of making a change. It reminds us that we have the power to shape our own narrative and do our bit for the planet. Having the knowledge motivates us to buy from brands that promote their sustainability efforts and eco-friendly products.

Have you heard of solar powered watches? Citizen is a prime example of a brand leading the way. Their Eco-Drive technology allows their watches to convert light energy into power which eliminates the need for battery replacements. Similarly, Garmin introduced the Instinct 2 Solar watch which not only features high tech health tracking but has a Power Glass solar charging lens that provides unlimited battery life. We are now seeing solar-powered watches as a responsible and modern choice, blending cutting-edge technology with a commitment to sustainability.

Never charging a watch or changing a battery again is game-changing. The convenience alone is enough to get us interested but there is so much more to why solar powered watches are attractive to consumers and emerging so rapidly. We are influenced by how they make us feel and how they fit into our values. They make a style statement, last forever and have a positive impact on the environment. 

​​Peer pressure is a real thing, we’ve felt it and I’m sure you have to. There is a rise in green influencers pushing eco-friendly products and brands alongside showcasing the ugly side of unsustainable choices, and it’s hard to ignore. If we see our fave influencer talking about a solar powered watch by a trusted brand like Citizen that also aligns with our values, you bet we are going to at least take a look, which most of the time will lead to a purchase. We’re already keen to make better choices due to our knowledge about climate change and we care about doing our part so hearing influencers speak highly of eco-conscious products makes the decision to purchase easier. If they can do it, so can we, our choices are our power. This draws on The Theory of Planned Behaviour and how we make decisions based on our attitude, social influences and how much control we have. 

Not to mention, Solar is Australia’s energy future, and is a sustainable source of renewable energy helping to mitigate climate change. It makes sense to us that our watches that we wear every day in the Australian sun can be powered by solar energy, helping to reduce our carbon footprint. It makes us feel good that we can make that decision, proving that wearable eco-conscious technology is meeting our needs in more ways than one.

Health tracking wearables like the Garmin watch have been successful in the market by meeting consumers’ practical and basic needs. When brands introduce sustainability and ethical considerations within their marketing and product manufacturing consumers begin to satisfy higher level psychological needs, self-esteem and self-actualisation. Ethical satisfaction leads to the barriers to adoption significantly dropping meaning faster and more motivated buying decisions. It becomes more than just a purchase for the consumer. It draws on their identity and fulfillment, increasing the emotional payoff. It allows the user to showcase their commitment to peers and to environmental care. This layered appeal is why eco-conscious technology is emerging so rapidly and why it’s not just a solar powered watch; it’s a symbol of who we are and who we want to be. 

When you put it altogether –  our physical and psychological needs being met, our positive attitude towards sustainability, the social influences around us, and the belief that we can make a difference with our choices –  explains why we are drawn to eco-conscious tech and brands making an impact. It’s also why wearing sustainable solar powered watches feels incredibly satisfying. Eco-conscious wearable technology has endless possibilities. The saying goes the future is in our hands but maybe it’s on our wrists. When you’re shopping for a new watch will you settle for one that simply tells time, or will you invest in one that allows you to wear your values?