In a First Insight study, The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail, 62 percent of Generation Z survey participants prefer to buy from sustainable brands, on par with Millennials, while 54 percent of Generation X and 44 percent of the Silent Generation said the same. With COVID-19, the importance of sustainability became just as important for brands as it has been to consumers.
As consumers become more environmentally conscious, it is up to retailers to find ways to meet their expectations and strengthen their brand positioning in the minds of their customers.
Test Materials & Packaging Options
Test how your customers will value new materials in products and packaging. Understand if they are willing to pay more for more sustainable options before investing.
Optimize Inventory to Reduce Waste
Use forward-looking demand to accurately plan inventory investments leaving less unsold products, reducing markdowns and wasted materials.
First Insight surveyed consumers in the U.S. on how sustainable practices are impacting shopping habits and purchase decisions. The results point to the growing expectation for sustainable models, with Generation Z making more shopping decisions based on sustainable retail practices than even Millennials and Generation X. Baby Boomers overall were the least influenced by sustainability factors.
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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.
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