Young consumers want to shop sustainably, but the majority can’t afford to. According to research from Untold Insights, the majority of [Gen] Z and Millennials are unable to shop sustainably because of rising costs: “96% of those who responded reported that they were unable to make eco-conscious purchasing decisions due to the high cost of living.” Because of this, over half (53%) of respondents said they’d prioritize shopping for affordable items over how sustainable they are. YPulse’s The Cause Conundrum trend report shows that young consumers behaviors don’t always match their ideals, because while 62% of Gen Z and Millennials say they try to buy sustainable / eco-friendly products, 76% agree: “I don’t make enough to shop my values,” making price take priority over sustainability for these gens. (HypeBae)
