Canada: paying more to lower climate impact by age

According to a survey carried out in April 2023 in Canada, there was a correlation between age and the willingness to pay more for a product due to its lower climate impact. Among Boomers, those older than 65, only 16 percent expressed this willingness, while among Gen Z, those from 18 to 24 years old, 46 percent were inclined to pay more for such products.

Share of consumers who paid more for a product because it had lower climate impact in Canada as of April 2023, by generation

Characteristic	Yes	No
Gen Z	46%	54%
Millennial	39%	61%
Millennial/Gen X	28%	72%
Gen X	20%	80%
Gen X/Boomer	19%	81%
Boomer	16%	84%

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Release date

July 2023

More information

Region

Canada

Survey time period

April 2023

Number of respondents

3,014 respondents

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

The question was originally stated as: "In the last 6 months, have you decided to pay more for a product because it had lower climate impact?"
Gen Z = 18 to 24 years old.
Millennial = 25 to 34 years old.
Millennial/Gen X = 35 to 44 years old.
Gen X = 45 to 54 years old.
Gen X/Boomer = 55 to 64 years old.
Boomer = 65 years old and over.

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