During a July 2022 survey among adults in the United States, responding members of Generation Z were the most distrustful of brands' sustainability claims, with 28 percent of them saying they did not believe them. Conversely, 62 percent of millennials and members of Generation X said they believed in brands' sustainability claims.
Share of adults trusting brands' sustainability claims in the United States as of July 2022, by generation
Characteristic
Yes, definitely / Yes, probably
No, definitely not / No, probably
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MarketingCharts. (November 1, 2022). Share of adults trusting brands' sustainability claims in the United States as of July 2022, by generation [Graph]. In Statista. Retrieved September 09, 2024, from https://www.statista.com/statistics/1399074/consumers-trusting-brands-sustainability-claims-generations-us/
MarketingCharts. "Share of adults trusting brands' sustainability claims in the United States as of July 2022, by generation ." Chart. November 1, 2022. Statista. Accessed September 09, 2024. https://www.statista.com/statistics/1399074/consumers-trusting-brands-sustainability-claims-generations-us/
MarketingCharts. (2022). Share of adults trusting brands' sustainability claims in the United States as of July 2022, by generation . Statista. Statista Inc.. Accessed: September 09, 2024. https://www.statista.com/statistics/1399074/consumers-trusting-brands-sustainability-claims-generations-us/
MarketingCharts. "Share of Adults Trusting Brands' Sustainability Claims in The United States as of July 2022, by Generation ." Statista, Statista Inc., 1 Nov 2022, https://www.statista.com/statistics/1399074/consumers-trusting-brands-sustainability-claims-generations-us/
MarketingCharts, Share of adults trusting brands' sustainability claims in the United States as of July 2022, by generation Statista, https://www.statista.com/statistics/1399074/consumers-trusting-brands-sustainability-claims-generations-us/ (last visited September 09, 2024)
Share of adults trusting brands' sustainability claims in the United States as of July 2022, by generation [Graph], MarketingCharts, November 1, 2022. [Online]. Available: https://www.statista.com/statistics/1399074/consumers-trusting-brands-sustainability-claims-generations-us/
