Influence of sustainability on consumer brand choice in the U.S. 2023, by age
According to a survey conducted among consumers in the United States in October 2023, 22 percent of Gen Z and 20 percent of Millennial respondents said they only bought from brands they considered sustainable or that matched their values. Sustainability was considered alongside with other factors when choosing brands by 57 percent of Gen Z and 53 percent of Millennial respondents. The generation with the largest share of consumers who said to seldom consider sustainability while choosing between brands was Gen X, with 36 percent of its respondents saying so.
