Most Gen Z and Millennials base purchases on a brand's mission: poll
A recent study reveals that a majority of Generation Z and Millennials show a preference for purchasing products from ethical brands that genuinely prioritize the well-being of both individuals and the environment.
According to a recent survey conducted on 2,000 young individuals in the United States, it was revealed that younger Americans believe that brands must be accountable to a more elevated criterion. A staggering 80% of these young adults are inclined to make their purchasing decisions based on a brand's mission or purpose.
While shopping, a large number of individuals actively search for brands that are environmentally conscious (51%), utilize naturally derived components (49%), and have a powerful online presence (44%).
A recent study, sponsored by Tom's of Maine and carried out by OnePoll, revealed that an overwhelming majority of individuals (78%) prioritize the purchase of items that are organic, natural, and eco-friendly. Additionally, a significant 82% stated that they actively seek out products made using naturally sourced or derived ingredients.
In addition to products, 74% of the participants indicated that they are inclined to avoid supporting brands that go against their personal beliefs and cross ethical boundaries.
The individuals who were interviewed expressed their readiness to avoid supporting brands that engage in worker mistreatment or underpayment (61%), exploit or mistreat animals during production and testing (59%), are perceived as "corrupt" (58%), or are linked to racism and lack inclusivity (51%).
"Currently, consumers are actively seeking out brands that are not only discussing change, but actively making it happen," stated Mallory Strange, the associate brand manager at Tom's of Maine. "These findings indicate that Millennial and Gen Z shoppers are becoming more deliberate in their purchasing choices, prioritizing transparency, sustainable practices, and community involvement. These factors play a crucial role in attracting customers and working towards a better future for everyone."
As young adults belonging to Generation Z and millennials, prioritizing sustainability is a key factor when it comes to shopping. However, a sizable chunk of these individuals, approximately 25%, expressed that the foremost aspect to take into account before deciding to buy something is the overall quality of the products.
The vast majority (85%) prefer investing their money in pricier items that offer superior quality instead of choosing cheaper alternatives that are of inferior quality. Additionally, nearly 60% mentioned that they regularly examine the label and ingredients of a product prior to making a purchase.
In the meantime, the survey reveals that a significant 78% of respondents are open to exceeding their personal financial limits when it comes to purchasing items they are passionate about. Among the most alluring categories of products are garments, preferred by 51% of participants, followed closely by accessories (46%), food (43%), and self-care products (41%).
When questioned about the particular items they would allocate more or less funds to, the participants showed a preference for increasing expenses on dental hygiene products (74%), anti-perspirants (70%), household embellishments (71%), and recreational activities (70%). On the other hand, they expressed a desire to decrease expenditures on mobile devices (38%), hair cleansers and conditioners (36%), and attire (35%).
When it comes to buying clothes, a majority of 59% give priority to comfort rather than style, whereas 23% prioritize style over comfort.
"Individuals should not have to sacrifice quality when selecting products, particularly in terms of personal care," Strange emphasized. "A viable approach is to seek out products manufactured by Certified B Corporations."
"The B Corp certification serves as a prominent corporate benchmark for promoting openness, responsibility, societal consciousness, and ecological achievements. This certification process is overseen by the non-profit entity, B Labs."
