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Gen Z Values Sustainability

Survey reveals values that will change consumer spending.

Gen Z and millennial values

When marketing to young adults, consider brand values. Gen Z and millennials care about sustainability and social impact, according to Cowen’s third annual survey of these generational groups. Seventy-six percent of 18- to 34-year-olds noted that sustainability and social impact are either “very important” or “somewhat important” when purchasing apparel, footwear and accessories. Notably, this reflects an increase of 13% from a similar survey in 2018.

Nike® ranked first as the apparel and footwear brand that most aligns with social values and beliefs around sustainability, with 35% of 18- to 24-year-olds and 28% of 25- to 34-year-olds supporting the brand.

To learn more about the report, visit cowen.com/insights/gen-z-and-millennials-are-driving-force-in-scaling-digital-and-sustainability/.

See also: Sustainability Important For Gym-Goers, Says Survey

Shirley Archer-Eichenberger, JD, MA

Shirley Archer, JD, MA, is an internationally acknowledged integrative health and mindfulness specialist, best-selling author of 16 fitness and wellness books translated into multiple languages and sold worldwide, award-winning health journalist, contributing editor to Fitness Journal, media spokesperson, and IDEA's 2008 Fitness Instructor of the Year. She's a 25-year industry veteran and former health and fitness educator at the Stanford Prevention Research Center, who has served on multiple industry committees and co-authored trade books and manuals for ACE, ACSM and YMCA of the USA. She has appeared on TV worldwide and was a featured trainer on America's Next Top Model.

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