Most Gen Z and millennial shoppers prefer to buy from ethical brands they believe genuinely care about people and the planet, according to a new survey by OnePoll, an international market research agency.
According to a new poll of 2,000 young adults in the United States, younger Americans believe brands should be held to a higher standard – 80 per cent are likely to base their purchases on a brand’s mission or stated purpose.
When purchasing, many people actively seek for eco-friendly goods (51%), natural ingredients (49%), and companies with a strong social media presence (44%).
According to the survey, nearly four in five people (78%) believe it is vital to buy organic, natural, and environmentally conscious products, and 82 percent only buy items that employ naturally produced or natively derived substances.
While sustainability is essential to Gen Zers and millennials while buying, a quarter indicated product quality was the most important factor to consider before making a purchase decision.
A huge majority (85%) would rather spend money on something more expensive but of greater quality than something less expensive but of lesser quality. Almost 60% indicated they frequently check a product’s label and ingredients list before purchasing.
Meanwhile, 78 percent of those polled said they would be prepared to go above and beyond their budget to acquire things they love, with apparel (51%) and clothing accessories (46%) being the most enticing sorts of purchases.
When making clothing purchases specifically, 59 per cent prioritize comfort over style, while 23 per cent prioritize style over comfort.
