Trend one
Talking about my green generation
The green transition is gaining momentum with consumers, and global business leaders are paying attention. Contrary to popular opinion, this green preference is not just limited to younger consumers. Across all generations, there is a growing preference and expectation for more sustainable products. In addition, recent data shows that a majority of consumers are willing to pay a premium for sustainability. Sustainable brand leadership is also shown to have a positive impact on employee recruiting and retention efforts, creating further opportunities for competitive differentiation.
More important to consumers across generations: More than half of global consumers (51%) across age groups say sustainability is more important to them than it was 12 months ago. In addition, nearly (49%) said they paid a premium for a more sustainable product in the last 12 months.1
Gen Z leading the way: Although there is a preference for more sustainable products among all consumers, it is stronger for Gen Z. In a recent survey of US consumers, 75% of Gen Z respondents said sustainability was more important than brand when making a purchasing decision.2
The numbers don’t lie: During a five-year period, average sales of products marketed with sustainability claims grew by 28%. In the same period, sales of comparable products with no sustainability claims grew by only 20%.3
A talent advantage across age groups: A global majority of candidates of all ages are more willing to apply for (67%) and accept (68%) jobs with organisations they perceive as environmentally sustainable.
1. IBM Institute for Business Value 2. Baker Retailing Center, Wharton - University of Pennsylvania 3. McKinsey
NEARLY HALF OF GLOBAL CONSUMERS HAVE PAID MORE FOR A SUSTAINABLE PRODUCT IN THE PAST YEAR!
Underscores importance of roles across functions related to green products and solutions
Sustainability leadership can be a differentiator in recruitment marketing
Internal communication of sustainability leadership is a retention booster across generations and particularly with Gen Z workers
Remaining silent on sustainability and the green transition is no longer a viable option.
