A Global Voices survey from ESW, which ranked each generation’s sustainability sentiment based on their purchasing habits and how influenced they are by sustainable choices, revealed that younger generations tend to be more concerned with sustainability than older ones. Sustainability by Generation 61 60 53 49 Gen Z Millennials Gen X Baby Boomers Impact of Brand Authenticity on Sustainability 63% Globally 63% of shoppers said that they value brand authenticity and want brands to be truthful and transparent about company environmental credentials. 50% Shoppers that value brand authenticity are 50% more likely to be environmentally attuned shoppers. 27% 27% of consumers said they considered a brand’s environmental transparency record when making a purchase. source businesswire.com source businesswire.com Score
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