Sustainability is a make-or-break point for young consumers. Gen Z and Millennial shoppers are extremely environmentally conscious, with 75% agreeing that climate change is an immediate threat to human life. And as two-thirds say they themselves live a sustainable lifestyle, YPulse’s Sustainability report shows that most young consumers have changed some element of their behavior because of climate change, with the products they buy and way they shop being the top shifts they’ve made. That means that brands who want to have them as consumers need to be doing something to help the environment—whether that’s creating sustainable products and packaging or making environmental education part of their messaging. But it’s not enough to just say they’re doing something to help the environment; brands should be aware that these gens are often looking up a company’s environmental values and 59% say they’ve researched how sustainable / eco-friendly a product is. This is especially true for Millennials, with 62% saying they’ve researched a product’s sustainability. The extra effort that young people...
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