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Gen Z and millennials: The generational gap in sustainable consumption

ÌÇÐÄÆƽâ°æ trend report on sustainable consumption trends across generations

Shopping more environmentally friendly has become increasingly important as consumers look for ways to reduce their carbon footprint and fight climate change. This ÌÇÐÄÆƽâ°æ report on sustainable consumption focuses on six industries with a combined worth of over four trillion U.S. dollars in the United States, Germany, and the United Kingdom in 2022.

Sustainability has become a major focus for the three industries of apparel, beauty & personal care, and furniture & household equipment. Also analyzed is the transportation industry, one of the largest contributors to carbon emissions. Further attention is paid to the fast-moving consumer goods industry, specifically food & non-alcoholic beverages, as well as big-ticket purchases within the travel & tourism industry.

A detailed analysis of consumer surveys reveals the consumption choices and preferences of current generations, particularly the differences between Gen Z and millennials. After introducing the key definitions, the report presents 2027 forecasts for both the overall and sustainable markets, with results broken down by generation.

For deeper insights into how age affects the market for sustainable goods, download our report: Gen Z and millennials: The generational gap in sustainable consumption.

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Table of contents

Introduction and methodology

  • Environmental problems and personal behavior
  • Demographic structure
  • Important aspects of sustainable consumption
  • Methodology

Food & non-alcoholic beverages
  • Total market size
  • Importance of sustainability
  • Market share of generations
  • Market share development
  • Industry deep dive

Transportation
  • Total market size
  • Main mode of transportation
  • Market share of generations
  • Market share development
  • Industry deep dive

Apparel
  • Total market size
  • Importance of sustainability
  • Market share of generations
  • Market share development
  • Industry deep dive

Furniture & household equipment
  • Total market size
  • Importance of sustainability
  • Market share of generations
  • Market share development
  • Industry deep dive

Travel & tourism
  • Total market size
  • Share of sustainable travelers
  • Market share of generations
  • Market share development
  • Industry deep dive

Beauty & personal care
  • Total market size
  • Importance of sustainability
  • Market share of generations
  • Market share development
  • Industry deep dive

Outlook
  • Market share development summary
  • Environmental topics of interest

Appendix
  • Overview of the ÌÇÐÄÆƽâ°æ Global Consumer Surveys
  • Calculation of the overall and sustainable markets
  • Sustainability index: Example of questions included

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