PARIS, Dec 8 — Concerned about the well-being of the planet, Gen Z consumers appear to be influencing the eco-friendly purchasing decisions of their elders.
And it may be that their influence on older generations, such as millennials, is now more than ever making a difference.and the Baker Retailing Centre at the Wharton School of the University of Pennsylvania. The latter are now more inclined to turn to sustainable brands , but also to spend more money on sustainable products compared to a previous study conducted in 2019.
The global pandemic caused many to rethink their consumption and its impact on the health of the planet, yet Gen Z have been consistent in remaining true to their sustainability values while also educating and influencing the generations that came before them,” explains Greg Petro, CEO of First Insight.Today, consumers of all generations say they are willing to spend more on sustainable products.
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