Eco-Conscious Economy: Consumer Data Reveals Young Shoppers Prioritize Sustainability
Generation Z and Millennial consumers are more likely to pay a premium for products that are legitimately sustainable in some way, from materials to packaging to delivery. The third annual Consumer Sustainability Survey from Blue Yonder, a digital supply chain platform, confirms that sustainability remains a priority for all consumers. However, younger shoppers are more definitive and consistent in their choices, with 85% of Gen Z and 84% of Millennials reporting that sustainability considerations are important to them. “It’s especially promising that so many respondents are willing to spend more for sustainable products, given that price concerns, exacerbated by the ongoing challenge of inflation, have marked conversations around consumer behavior over the last year,” said Saskia van Gendt, Blue Yonder’s chief sustainability officer, in a statement.