According to a survey conducted in 2024, about 30 percent of Gen Z consumers around the world avoided buying fast fashion in order to pressure companies into taking action against climate change. About a third of Gen Z shoppers planned to start avoiding fast fashion for this reason.
Most common ways consumers behave more sustainably worldwide in 2024, by generation
Characteristic
Gen Z - have done
Gen Z - plan to do
Millennials - have done
Millennials - 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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Deloitte. (May 15, 2024). Most common ways consumers behave more sustainably worldwide in 2024, by generation [Graph]. In Statista. Retrieved February 22, 2025, from https://www.statista.com/statistics/1489593/shoppers-pressuring-companies-to-take-action-on-climate-change/
Deloitte. "Most common ways consumers behave more sustainably worldwide in 2024, by generation." Chart. May 15, 2024. Statista. Accessed February 22, 2025. https://www.statista.com/statistics/1489593/shoppers-pressuring-companies-to-take-action-on-climate-change/
Deloitte. (2024). Most common ways consumers behave more sustainably worldwide in 2024, by generation. Statista. Statista Inc.. Accessed: February 22, 2025. https://www.statista.com/statistics/1489593/shoppers-pressuring-companies-to-take-action-on-climate-change/
Deloitte. "Most Common Ways Consumers Behave More Sustainably Worldwide in 2024, by Generation." Statista, Statista Inc., 15 May 2024, https://www.statista.com/statistics/1489593/shoppers-pressuring-companies-to-take-action-on-climate-change/
Deloitte, Most common ways consumers behave more sustainably worldwide in 2024, by generation Statista, https://www.statista.com/statistics/1489593/shoppers-pressuring-companies-to-take-action-on-climate-change/ (last visited February 22, 2025)
Most common ways consumers behave more sustainably worldwide in 2024, by generation [Graph], Deloitte, May 15, 2024. [Online]. Available: https://www.statista.com/statistics/1489593/shoppers-pressuring-companies-to-take-action-on-climate-change/
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