Gen Z says sustainability is more important than brand name.

Gen Z says sustainability is more important than brand name. A survey from First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania reveals that Gen Z’s sustainability efforts are directly impacting their shopping habits and purchase decisions, while influencing older generations to think twice about their environmental footprint. Seventy-five percent of Gen Z respondents say they “prefer sustainability over brand name of product,” compared to 61% of Millennials, 66% of Gen X, and 65% of Baby Boomers. Additionally, shoppers across all generations “are willing to spend more for sustainable products compared to two years ago,” and Gen X (many of which are parents to Gen Z) had the highest increase (42%) in willingness to pay more for sustainable products. YPulse’s sustainability research found that more than half of Gen Z and Millennials say they encourage their family and friends to engage in eco-friendly behaviors. Climate change is one of the top problems these gens say they’re facing right now, so it’s safe to say they’ll be taking their eco-minded behaviors into 2022 as well. (WWD)