In fact, 75 percent of Gen Z consumers have said that sustainability is more important than brand name when making a purchasing decision, and the vast majority of Gen Z is willing to pay more money for sustainable products, according to a November 2021 study by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania.
It’s no secret that supply chain delays and issues have been in the news over the last few months. Supply chains are complicated, and many recent complexities have arisen from a lack of visibility in a highly complex process that involves many stages and stakeholders.
Brands across the globe have already come to realize that increasing visibility into their supply chains reduces said complexities, in addition to offering major business benefits. Namely, a visible supply chain appeals to a host of new customers in Generation Z (Gen Z) that are putting their wallet where their passions are and investing in brands that represent change.
Gen Z consumers drive sustainable change
Gen Z cares about the environment and social justice, among other things. And they’re making purchasing decisions based on what they see. Gen Z is actively investing in brands that reflect what they care about – especially in terms of sustainability.
at Sustainability.
