The majority of U.K. consumers say they’ll keep sustainability in mind as they shop this holiday season. In a survey from digital marketing agency Tug, 78% of U.K. shoppers say brands’ sustainability efforts will impact what they purchase during Black Friday and Cyber Monday, and 63% say the same will apply over the whole Christmas shopping period. Gen Z and Millennials have been going zero waste and finding ways to live an eco-friendly lifestyle for a while now, and YPulse has found that 70% of 13-39-year-olds in the U.S. have changed some element of their behavior or purchasing due to their concerns about it. Tug’s research also found that 28% of Gen Z is turning to TikTok to find sustainable brands, and 26% of Millennials are doing their eco-research on Instagram. (Fashion United)
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