The environment can be a complicated issue given attitudes and priorities associated with it, and now a survey indicates that providing sustainability information should take into consideration the weight different generations place on specific factors, with recommerce becoming more important.
Results from a survey sponsored by Akeneo, a product information management firm, spotlight generational differences in how consumers engage with sustainability information.
The survey identified Millennials as the most proactive group when it comes to seeking sustainability information from brands and retailers, with 47% saying businesses should clearly and proactively communicate environmental impact. An additional 28% of survey respondents said brands should provide environmental impact information when asked, Akeneo stated. Almost half of Millennial respondents indicated a rising interest in sustainability and recommerce options. Millennials also demonstrate the strongest tendency to act on sustainability information when making purchase decisions, with 26% saying lack of such information would stop them from making a purchase. In addition, 39% of Millennials said missing information about product materials would stop them from purchasing.
When it comes to resale and recommerce shopping trends, Gen Z leads, with 16% saying availability of recommerce or resale options is the most important factor when it comes to shopping sustainably. Half of Gen Z respondents said their interest in recommerce has increased during the past year, and 25% said their interest in sustainability has increased, too. Although this is on par with Millennials, 31% of Gen Zers expect brands to provide resale options versus 18% of Millennials. Given the survey results, Akenio suggested recommerce trends such as thrifting and resale have staying power that brands need to consider when thinking about providing consumers sustainable options, especially in outreach to younger consumers.
When it comes to transparency, Baby Boomers tend to place the most trust in brands that share transparent supply chain information along with sustainability details. Although 21% of Boomers said they do not prioritize sustainability information specifically when shopping — versus 4% of Millennials and 6% of Gen Zers — 64% strong supply chain transparency increases their trust in a brand.
“As sustainability becomes increasingly integral to the consumer journey, understanding how different generations interpret and act on sustainability information is critical,” said Romain Fouache, CEO of Akeneo. “Organizing 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.”
