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FashionUnited Mentions First Insight | Gen X May Actually Be More Sustainable Than Gen Z
Many assume that Gen Z is the most "woke" and environmentally conscious generation, and, for the most part, they are not wrong. A study by Deloitte found that those born between 1997 and 2012 are more likely to adopt sustainable habits than older demographics, from avoiding traveling by plane to embracing vegan or vegetarian diets and steering clear of fast fashion. Similarly, research from First Insight found that nearly three-quarters of Gen Z consumers are willing to pay more for sustainable products, budget permitting, of course.
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