FIRST INSIGHT: 2021 Consumer Spending Report

First Insight and the Baker Center for Retail at the University of Pennsylvania’s Wharton School surveyed more than 1,000 U.S. consumers in July 2021 to learn more about how sustainable practices affect shopping habits and purchasing decisions. The survey results show that more and more consumers are adopting sustainable purchasing. Interestingly, Generation Z seems to be influencing other generations to achieve sustainable purchasing development.

The study found that:

1. Generation Z is influencing older generations to place greater emphasis on sustainability in their purchasing decisions.
2. The vast majority of Gen Z shoppers say sustainability is more important to them than brand recognition when making a purchase decision. Three-quarters of Gen Z consumers say sustainability is more important to them than brand when making a purchase decision. 75% of Gen Z consumers prefer sustainability over product brand. 61% of Millennials, 66% of Gen Xers and 65% of Baby Boomers also agree.
3. Gen Z’s influence over their Gen X parents had already increased significantly two years ago, and they are more inclined to buy sustainable brands and are willing to pay more for sustainable products.
4. The majority of respondents from every generation want retailers and brands to become more sustainable.
5. Older generations of consumers, including Baby Boomers, Gen X, and Millennials, are out of touch with Gen Z on what sustainability actually means.
6. The majority of respondents from every generation believe that sustainable product packaging is important.
7. Men, Generation X, Millennials and Generation Z are most likely to make purchasing decisions based on values, including personal, social and environmental values.
8. When asked why they buy sustainable brands, every generation except baby boomers prioritizes quality over environmental concerns.

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