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The Cause Conundrum Trend Report

As fast fashion stores like SHEIN soar in popularity among young consumers, it begs the question: “If Gen Z and Millennials are “eco-maniacs,” why are they making purchase decisions that are so bad for the environment?”

It’s something that YPulse is asked by brands over and over again, as these generations’ interest in low-cost, high-volume goods is called “counterintuitive” and even “hypocritical” when compared to their reputations as eco-warriors.

Our Cause Conundrum trend report digs into the questions that seems to plague brands: how can young consumers say they want to be environmentally friendly and yet make purchase decisions that are so bad for the environment? And as a brand, why should we even make the effort to be sustainable if young people are buying unsustainable products?

Download the full report for further insights

  • How Gen Z and Millennials feel about the state of the world
  • Why young consumers are making choices that are eco-unfriendly
  • Who they hold responsible for making the world a better place
  • What they expect of brands in terms of sustainability and supporting causes
Report length: 50 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in August 2022

Additional survey content for Pro users: Further actions young people are taking to support causes and help the environment, how they feel about billionaires, how they say they (personally) can make the biggest impact on social causes, how many say that they live a sustainable lifestyle & why / why not, who they think is responsible for calling out brands that are unethical, and their feelings about greenwashing.

Recent years' reports on this topic

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North America
Western Europe