US consumers across generations willing to pay more for sustainable brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 03, 2021, 11:47 AM UTC

First Insight and the Baker Retailing Centre recently surveyed 1,000 US consumers.

When it comes to making buying decisions, 75% of US Gen Z consumers base it on sustainability, whereas only 49% go by a brand’s name. Sustainability also ranked high among Gen Xers (73%) and millennials (71%). 66% of Gen X also factored in brand name while making a purchase.

Sustainability has grown in importance across generations, with 88% of Gen X consumers willing to spend at least 10% more for sustainable items, followed by millennials (86%), Gen Z (81%), and Baby Boomers (76%). Back in 2019, only 23% of Baby Boomers were interested in spending 10% more on sustainable products.

Millennials (79%), Gen X (77%) and Gen Z (76%) expect brands and retailers to become more sustainable. The top reason for choosing sustainable brands for Gen X, millennials, and Gen Z was product quality.

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