First Insight and Wharton's November 2021 report shows that Gen Z is leading the shift toward sustainability-first purchasing, influencing older generations to value sustainability over brand names. Three-quarters of Gen Z consumers prefer sustainable products, and this sentiment is shared increasingly by Gen X, Millennials, and even Baby Boomers. Willingness to pay 10% more for sustainable goods has grown significantly across all generations, with Gen X showing a 159% increase since 2019. Although definitions of sustainability vary by age group, most consumers expect brands to adopt sustainable practices and continue to prioritize eco-friendly packaging.

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