A study shows that the cost of living is directly impacting Gen Z and Millennial U.K. consumers from sustainable purchasing.
and, therefore, more choices — are the change makers. When it comes to actively engaging in making sustainable choices, 43 percent of Millennials consider themselves actively engaged in conversations around climate change and, thus, have made considerable changes to their lifestyle.
Fifty-two percent of Millennial respondents say they would buy less of a brand and have negative feelings if a brand was , as compared to 45 percent of Gen Z. However, Gen Z is more engaged with making sustainable choices because of cultural indicators, such as it being seen as better or because friends are. Only 34 percent of Gen Z view fast fashion brands positively, as compared to 47 percent of Millennials.
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