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“Generation Z” more skeptical than “Millennium” kids for buying ecological products

Young people between 23 and 26 years old (“Generation Z”) represent an age segment more reserved than young people aged between 27 and 32 (“Millennium kids”) abut purchasing ecological products, maybe because the perception of the first category about the cost of those products, according to a PwC analysis released on Monday.


While the preoccupation for the environment has visibly grown among Millennium kids aged between 27 and 32 years (about 60% being interested in ecological products and in buying from companies that protect the environment), people from Generation Z aged between 23 and 26 are more skeptical when it comes to sustainability in buying things. The behavior difference between these generations could be explained by the perception of younger people that it is more expensive or more difficult to buy biological, healthy products with a minimum impact on the environment,” according to PwC Global Consumer Insights Pulse, a survey made in the month of June.

Although the tendency of the consumption of ecological products is clearly growing, some customers, especially young people aged between 23 and 27 years are skeptical and do not know or do not believe in the concept of sustainable purchases, invoking high prices, doubtful quality, limited availability or the lack of time to look for them, the PwC document shows.


Therefore, producers and sellers should not overestimate the tendency of ecological product consumption, the authors of the survey recommend.


Although more consumers say they are interested in sustainability, data show the fact that Generation Z in particular, may have opinions favorable to the environment which are often translated into expenses for ecological products. While companies will continue to offer ecological options, more accessible and more practical, the consumers' aspirations could turn into action,” the PwC analysis shows.


The most interested in the origin of products are “mature” Millennium kids, aged between 33 and 36, about two thirds of them wishing to read about such data, according to PwC.


More than half of consumers at world level have become more interested in ecological products during the pandemic, while Millennium kids are very attentive to the impact their purchase decisions have on the environment.


They represent a lasting change of behavior, produced on the pandemic background which left people more time to analyze their way of life and the implications of their daily activities, including purchases, have on the environment.


This change can be seen when comparing answers received at the 2019 edition of the PwC Global Consumer Insights Pulse: before the pandemic, only 35% of respondents chose sustainable products to protect the environment, 37% were looking for products with environment friendly packing, and 41% avoided using plastic as much as they could.


In exchange, this year's analysis shows a 10-20% increase of affirmative answers to those questions, PwC shows.