When it comes to sustainability, older generations are swayed by Gen Z.
Other key findings of the report include that shoppers across all generations “are willing to spend more for sustainable products compared to two years ago,” the report noted. “Generation X, commonly parents to Gen Zers, had the highest increase in willingness to pay more for sustainable products. All generations are willing to spend an additional 10 percent or more on sustainable products compared to data fielded in 2019.
Moreover, the research showed that sustainability was more important to Gen Z than brand when making a purchase decision. The report found that 75 percent of Generation Z surveyed “prefer sustainability over brand name of product,” which compares to 61 percent of Millennials, 66 percent of Generation X and 65 percent of Baby Boomers.
Other findings included that the majority of Baby Boomers , Generation X , and Millennials “believe that sustainability means products made from recycled, sustainable, and natural harvested fibers and materials” while Generation Z believes that sustainability is more about sustainable manufacturing.”
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