Sustainability matters to the modern consumer to a far greater degree than most retailers are willing to admit. As global connectivity continues to rise, generational shifts are coming to play an increasingly important role in setting new consumer trends — of which sustainability is at the core.
The Deloitte Global 2021 Millennial and Gen Z survey made clear that millennials and Gen Zers, the dominant consumers of tomorrow, are channelling their energies into holding themselves and others accountable. Further, they’re the people most likely to shun companies whose actions conflict with their personal values.
