Cause-conscious young consumers are willing to pay more for sustainable products.

Cause-conscious young consumers are willing to pay more for sustainable products. GlobalWebIndex found that over half of U.K. and U.S. consumers reduced their use of single-use plastics in the past year, a trend that brands like Lush and Adidas responded to with zero-waste initiatives. And younger consumers are more willing to spend on sustainability: 63% of 16-24-year-olds saw affordability as a barrier to buying eco-friendly alternatives, compared to 83% of 55-64-year-olds. (Evening Standard)