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1、THE STATE OF CONSUMER SPENDING Gen Z Shoppers Demand Sustainable Retail JANUARY 2020 3 In December 2019 First Insight surveyed consumers in the U S on how sustainable practices are impacting shopping habits and purchase decisions The results point to the growing expectation for sustainable models wi
2、th Generation Z making more shopping decisions based on sustainable retail practices than even Millennials and Generation X Baby Boomers overall were the least influenced by sustainability factors The study found that 1 The vast majority of Generation Z shoppers prefer to buy sustainable brands and
3、they are most willing to spend 10 percent or more on sustainable products 2 Generation Z and Millennials are the most likely to make purchase decisions based on values and principles personal social and environmental 3 Recommerce is growing in popularity as the majority of every generation shops sec
4、ondary or used markets 4 Every generation is buying from the secondary market more in store versus online 5 Younger generations including Generation Z and Millennials are most likely to purchase upcycled products 6 Resale and consignment models are most popular with Generation Z Millennials and Gene
5、ration X 7 Clothing swaps and peer to peer marketplaces are the least popular sustainable retail models for every generation 8 Every generation ranks quality over environmental concern when asked why they shop sustainable brands 9 Giving and receiving sustainable gifts ranked most important for Gene
6、ration Z and they also are most likely to return and exchange a gift that is not sustainable 10 The majority of respondents across every generation expect retailers and brands to become more sustainable First Insight s findings are based on the results of a U S consumer study of a targeted sample of
7、 more than 1 000 respondents fielded in December 2019 The study was completed through proprietary sample sources among panels who participate in online surveys Birth year ranges for each generation are as follows Silent Generation 1928 1945 Baby Boomers 1946 1964 Generation X 1965 1979 Millennials 1
8、980 1994 Generation Z 1995 2012 First Insight is the world s leading digital product testing and decision making platform that empowers retailers and brands to incorporate the Voice of the Customer into the design pricing planning and marketing of new products Through the use of online consumer enga
9、gement the First Insight solution gathers real time consumer data and applies predictive analytic models powered by machine learning and AI to create actionable insights which drive measurable value For more information visit THE STATE OF CONSUMER SPENDING Gen Z Shoppers Demand Sustainable Retail GE
10、NERATION Z SHOPPERS PREFER SUSTAINABLE BRANDS AND WILL SPEND THE MOST ON SUSTAINABLE PRODUCTS Sixty two percent of Generation Z survey participants prefer to buy from sustainable brands on par with Millennials while 54 percent of Generation X and 44 percent of the Silent Generation say the same Howe
11、ver only 39 percent of Baby Boomers agree pointing to a vast divide between Baby Boomers and younger generations Generation Z is also the most willing to pay more for sustainable products 73 percent compared to Millennials 68 percent Generation X 55 percent and Baby Boomers 42 percent Half of the Si
12、lent Generation expressed this sentiment The majority of Generation Z 54 percent are willing to spend an additional 10 percent or more on sustainable products versus 50 percent of Millennials 34 percent of Generation X 23 percent of Baby Boomers and 36 percent of the Silent Generation 44 39 54 62 62
13、 0 10 20 30 40 50 60 70 Silent GenerationBaby BoomersGeneration XMillennialsGeneration Z PREFER TO BUY FROM SUSTAINABLE BRANDS 50 42 55 68 73 48 58 45 32 27 0 20 40 60 80 Silent Generation Baby Boomers Generation X Millennials Generation Z ARE YOU WILLING TO PAY MORE FOR SUSTAINABLE PRODUCTS NoYes 1
14、4 19 21 18 19 36 23 34 50 54 0 10 20 30 40 50 60 Silent Generation Baby Boomers Generation X Millennials Generation Z HOW MUCH MORE ARE YOU WILLING TO SPEND FOR SUSTAINABLE PRODUCTS MORE THAN 10 LESS THAN 10 5 GENERATION Z AND MILLENNIALS MOST LIKELY TO MAKE PURCHASES BASED ON VALUES It s not just a
15、bout finding the lowest price anymore as younger generations including Generation Z 72 percent and Millennials 70 percent are the most likely to make purchase decisions based on values and principles that are personal social and environmental A lower 63 percent of Generation X 53 percent of Baby Boo
16、mers and 58 percent of Silent Generations say the same RECOMMERCE MODELS ARE GROWING IN POPULARITY WITH THE MAJORITY OF EVERY GENERATION SHOPPING SECONDARY MARKETS The majority of Generation Z 59 percent Generation X 63 percent Millennials 64 percent the Silent Generation 62 percent and even Baby Boomers 52 percent state they shop the secondary markets which include upcycled products resale consignment clothing swaps and peer to peer marketplaces EVERY GENERATION IS PRIMARILY BUYING FROM THE SEC
