Some 47% of Millennial consumers say that brands should clearly and proactively communicate the environmental impact of their products, while 28% expect such information to be available on request, a new report by Akeneo has found.
Akeneo’s latest quarterly PX Pulse survey found that Millennials are the most ‘proactive group’ when it comes to aligning their purchase decisions around sustainability concerns, with a quarter (26%) saying that they would abandon a purchase if sustainability details are missing.
‘Nearly half of Millennial respondents indicated a rising interest in sustainability and recommerce options, and this group also demonstrates the strongest tendency to act on sustainability information when making purchase decisions,’ the report noted.
In addition, two fifths (39%) of this cohort say that they would refrain from buying a product without clear information on the materials used.
Gen Z
The Gen Z cohort, meanwhile, is driving the growth of e-commerce, with 16% of this cohort viewing recommerce or resale options as the most important factor when shopping sustainably.
A quarter of Gen Zs report that their interest in sustainability has increased over the past year – on a par with Millennials – however demand for recommerce options is greater among the younger cohort (31% Gen Z, 18% Millennials).
‘These trends demonstrate that recommerce trends like thrifting and resales aren’t just fads; they have staying power that brands need to consider when thinking about providing consumers sustainable options, especially younger generations,’ the report notes.
Baby Boomers
Baby Boomers, meanwhile, place greater emphasis on brands that share transparent supply chain and sustainability details. Around a fifth (21%) of this cohort say that sustainability is not a priority in their shopping decisions, compared to 4% of Millennials and 6% of Gen Z, however two thirds (64%) say that strong supply chain transparency increases their trust with a particular brand.
“As sustainability becomes increasingly integral to the consumer journey, understanding how different generations interpret and act on sustainability information is critical,” commented Romain Fouache, CEO of Akeneo.
“Organising and enriching product data with sustainability insights – and communicating it transparently and proactively – not only meets consumer expectations, but gives brands a strategic advantage in an increasingly values-driven marketplace.” Read more here.
