It’s tough to build a case that making the planet a cleaner place is not in everyone’s best interest. But the question has always remained about whether the cost of implementing models that make products more sustainable was actually, well, sustainable for retailers. I came across an insightful article that ran a couple of years ago about the efforts of Lee Scott, former head of Walmart, in trying to implement sustainable practices as early as 2005.
Under Scott’s direction, Walmart struggled to figure out a cost structure that aligned with consumer expectations for lower prices at the store. Even according to Wikipedia, the company faced growing criticism during his tenure for its environmental footprint, among other things. The piece marks an important moment in time when it states, “The retailer and others who wish to develop such a market will likely continue to struggle with what counts as ‘sustainable enough’ for price-conscious customers. Until that question is answered, sustainable products are likely to remain ’luxury’ goods that fail to penetrate into the mainstream.”
What a difference 15 years make, as younger generations have risen seeking not only sustainable products and brands, but openly stating they are willing to pay more for them. Already in 2015, a Nielsen report found that 73 percent of the Millennial generation was willing to pay more for sustainable goods. Our own 2019 report, “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail,” notes that 62 percent of Generation Z, who will begin entering the workforce this year, prefer to buy from sustainable brands, on par with our findings for Millennials.


What Retail Executives Say About Supply Chain Disruption: Shortages, Pricing and Delays
We partnered with The Wharton Baker Retailing Center to create a comprehensive infographic exploring our findings.
View the Infographic

The State Of Consumer Spending: Gen Z Influencing All Generations To Make Sustainability-First Purchasing Decisions
We partnered with The Wharton Baker Retailing Center and asked consumers in the U.S. how sustainable practices are impacting shopping habits and purchase decisions.
Read the Report
InsightSuite for Small Business
Specialized Tools for Small & Emerging Businesses
The fastest and most cost effective way to increase sales, profits and sell-in for growing businesses and digitally native brands.
Learn more

Maximize Value, Speed & Profit
Learn how to leverage Voice of the Customer Analytics and 3D Product Creation to make more profitable products, faster.
Get the Free E-book

Kohl's Creates Value W/Predictive Analytics
Learn How First Insight's Predictive Tools Fuel Kohl's Success
As one of the world's leading omnichannel retailers with more than 1,100 stores in 49 states, Kohl's is leveraging First Insight's predictive analytics solution and voice-of-the-customer data to improve their business.
Watch the Webinar
Consumer Sustainability Survey 2021
The First Industry-Wide Consumer Study On Shoe Sustainability
This industry-wide survey aims to create a critical baseline that brands and retailers can use to ensure they understand what consumers actually comprehend, what terms and phrases resonate best, and what areas they should prioritize.
Download the Webinar & Findings
Navigating Disruption
How The Rockport Company is Optimizing Assortments and Pricing with Data + Digital Product Testing
Learn how The Rockport Company created a new product playbook powered by the Voice of the Customer and predictive tools.
View the Webinar & Highlights
HOTTER SHOES ATTRACTS YOUNGER AUDIENCE VIA ‘VOICE OF CUSTOMER’ ANALYTICS
While the Covid-19 pandemic hit most retailers hard, it created uniquely intense challenges for Hotter Shoes. Hotter needed to build up its e-commerce presence and appeal to a new group of shoppers at the same time.
Read the Case StudyRead the Full Article at Forbes