When it comes to sustainable consumption, U.K. consumers have their American counterparts beat.

When it comes to sustainable consumption, U.K. consumers have their American counterparts beat. A new study from First Insight found that while both U.K. and U.S. consumers express interest in shopping sustainably, young Britons are more likely to engage in a variety of eco-conscious consumption habits. The study found that while an almost equal number of consumers in both the U.S. and U.K. say they prefer to shop sustainable brands, 30% of U.K. consumers do so in order to reduce their carbon footprint compared to just 22% of U.S. consumers, and 82% of U.K. consumers expect retailers to be more sustainable compared to 76% U.S. consumers. Meanwhile, 57% of U.K. consumers sell items to secondhand marketplaces while just 31% in the U.S. do the same, and the divide is even bigger among Gen Z. YPulse’s WE sustainability research found that U.K. consumers are more likely than their U.S. counterparts to have changed their shopping habits because of climate change, including the products they buy, the way they shop, and the amount of products they buy. They’re also more likely to say that brands should be taking action to help the environment by developing more eco-friendly packaging and creating more eco-friendly products. (Yahoo! Finance)