Leading ways consumers behave more sustainably worldwide 2024, by generation

Most common ways consumers behave more sustainably worldwide in 2024, by generation

CharacteristicGen Z - have doneGen Z - plan to doMillennials - have doneMillennials - plan to do
Conducting research on a company’s environmental impact / policies before buying products or services from them 30% 33% 29% 31%
Avoiding buying fast fashion 35% 25% 39% 25%
Reducing air travel 30% 23% 32% 22%
Eating a vegetarian/vegan diet 26% 24% 28% 24%
Purchasing an electric vehicle 18% 40% 19% 39%
Created with Highcharts 7.2.2Share of respondents30%30%35%35%30%30%26%26%18%18%33%33%25%25%23%23%24%24%40%40%29%29%39%39%32%32%28%28%19%19%31%31%25%25%22%22%24%24%39%39%Gen Z - have doneGen Z - plan to doMillennials - have doneMillennials - plan to doConducting research on a company’senvironmental impact / policies beforebuying products or services from themAvoiding buying fast fashionReducing air travelEating a vegetarian/vegan dietPurchasing an electric vehicle
0%10%20%30%40%50%
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Source

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Release date

May 2024

Region

Worldwide

Survey time period

November 24, 2023, to March 11, 2024

Number of respondents

22,841*

Age group

18 years and older

Special properties

Consumers worldwide

Method of interview

Online survey

Supplementary notes

* Total number of respondents from 44 countries. A total of 14,468 Gen Z consumers and 8,373 millennials had been surveyed.

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Reaching millennials & Gen Z

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