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The majority of U.K. consumers say they’ll keep sustainability in mind as they shop this holiday season.

Nov 17 2021

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)