SB Consumer Research: Analysis & Insights on Consumer Sustainability Intentions & Actions - Highlights.
Gen Z and Millennial consumers are driving the growth of the sustainability market, with nearly 40% switching brands in the last six months due to concerns about environmental and social responsibility. These generations are also leading in adopting lesser-known sustainable behaviors, such as eating more plant-based foods and supporting women and girls. They feel a strong emotional connection to their personal environmental impact, with many expressing guilt or pressure to act sustainably.
The new ESG Segmentation reveals that while those who view ESG issues as urgent are actively engaged, younger, more discerning consumers (primarily Gen Z and Millennials) are particularly likely to engage in sustainable behaviors. In contrast, older generations (Gen X and Boomers) excel in mainstream behaviors like reducing waste and conserving energy.
Despite this, a small intention-action gap remains, suggesting that people are willing to act sustainably but may need more accessible options and opportunities from brands to integrate these behaviors into their daily lives.