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Gen Z shoppers report abandoning unsustainable purchases

More than three-quarters of Generation Z and millennial shoppers say that sustainability is important to them, new Drapers research has shown.

The research also reveals that nearly half (48%) of these groups say they have abandoned purchases because a brand or retailer does not fit with their values, while 46% of shoppers say they spend time researching ethical and sustainable brands to buy from.

The research was done for Drapers’ latest report, exploring Gen Z and millennial shoppers and how they feel about fashion. It investigates current shopping behaviour as well as where the opportunities are for brands and retailers.

Just over 76% of the 2,000 consumers we surveyed for the report said that sustainability was either very or quite important to them when deciding which brands to shop with.

The consumers surveyed were aged between 18 and 38. Men rated sustainability as slightly more important than women: 40% rated it as very important, compared with 33% of female shoppers.

The youngest cohort, those aged 18 to 24, are most likely to have abandoned a purchase – 55% of this group said they had done so.

There are also regional variations in how shoppers are approaching sustainability. Shoppers in the south-east and London were more likely to rate it as important: in London, 63% of shoppers reported having abandoned a purchase because of sustainability.

Access our Gen Z and millennials report here to read more about how people in their twenties and thirties are buying fashion.

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