Gen Z Influences All Generations to Make Sustainability-First Purchase Decisions
New survey confirms sustainability is more important than brand for all generations, from Gen Z to Boomers
As sustainability and climate change dominate the headlines globally, new consumer research conducted by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania shows the power that Gen Z consumers have over older generations to influence purchasing decisions around sustainability. Fully three-quarters of Gen Z consumers said that sustainability was more important to them than the brand name when making purchase decisions.
As a result of Gen Z’s influence over their Gen X parents on this issue, Gen X consumers’ preference to shop sustainable brands increased by 24% and their willingness to pay more for sustainable products increased by 42% since 2019.