Gen Z in the UK are 1.4 times more likely to pay a premium for eco-friendly products

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 04, 2020, 1:19 AM UTC

This cohort uses social media to connect with like-minded people and communities.

Despite the pandemic affecting career opportunities, education and early working lives of Gen Z, they are one of the fastest-growing consumer markets. As per Facebook’s recent report, Gen Z are more cautious about whether the brand they are buying from aligns with their values.

According to a cited Kantar report, Gen Z in the UK are 1.4 times likely to pay a premium for eco-friendly products. Further, YouGov’s recent report states that 45% of Gen Z plan to prioritise sustainability over price.

Also, brand perception among Gen Z improves 42%, when they engage via Instagram. Gen Z prefer more “passive” roles and don’t mind brands becoming creators, as only 35% create their own stories on Instagram, according to the Facebook report.

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