Guess Which Generation Wants Sustainable Clothes the Most?

Featured Image

When it comes to sustainable shopping, consumers have preferences regarding what they’d like to buy. And industry experts say opportunity awaits the retailers that truly hear and respond to customer concerns, especially the Millennial and Gen Z generations.

“As consumers, they often put their wallets where their values are, stopping or initiating relationships based on how companies treat the environment, protect personal data, and position themselves on social and political issues,” states the Deloitte Global 2021 Millennial and Gen Z Survey, “A Call for Accountability and Action.” The firm says it’s not unexpected that those two age groups “are actively seeking to influence policy and business actions on matters that are important to them, including environmental issues, inequality and discrimination. They see each at a tipping point and seem eager to provide the necessary push to hold institutions accountable, in order to bring about change.”

While younger consumers are more concerned about sustainability, they’re not alone. First Insight partnered with the Baker Retailing Center at the Wharton School of the University of Pennsylvania on a consumer sustainability report. It found that “a profound sustainability knowledge gap exists” between the nation’s top retail executives and consumers. This, writes First Insight’s Gretchen Jezerc, senior vice president of marketing, “presents opportunities for retailers not only to bolster their reputations and enhance consumer loyalty, but also to increase profits.”

The First Insight/Baker Retailing Center report found two-thirds of consumers say they would pay more for sustainable products, while two-thirds of retailers believe consumers would not be willing to do so. It also found nearly three-quarters of consumers value product sustainability over brand name. Ironically, 94 percent of retailers believe the opposite, saying brand name would be more important to consumers.

READ THE FULL ARTICLEat Souring Journal (subscription required) or download below. 

Gen Z  sustainability  recommerce

Download the full article

The Supply Chain Disruption
The Wharton Baker Retailing Center

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
The State Of Consumer Spending

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
Featured Product

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 and Profit
Free Ebook

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
Roundtable Video

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
FDRA Consumer Sustainability Survey

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
Supply Chain & Pricing

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
Case Study


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 Study