Many Gen Z and Millennials Willing to Pay More for Eco-Friendly Products

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Akbar Ridwan 20/05/2025 18:26 WIB

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According to a Deloitte survey, in 2025 over 60% of Gen Z and Millennials will have worried or felt anxious about the environment in the past month. This concern influences the consumer behavior of t

Global Proportion of Gen Z and Millennials Willing to Pay More for Eco-Friendly Products/Services (2025)

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Global Proportion of Gen Z and Millennials Willing to Pay More for Eco-Friendly Products/Services (2025)

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According to Deloitte's *2025 Gen Z and Millennial Survey*, over 60% of global Gen Z and Millennials express environmental concerns.

These concerns influence the consumer behavior of these two generations.

In the survey, almost two-thirds of global Gen Z (65%) and Millennials (63%) stated their willingness to pay more for sustainable or eco-friendly products or services.

In concrete actions, 17% of Gen Z and 19% of Millennials have already purchased electric or hybrid vehicles.

Deloitte also found that 26% of Gen Z and 27% of Millennials have upgraded their homes with sustainable features, such as solar panels or geothermal heating and cooling systems.

To protect the environment, 43% of Gen Z and 47% of Millennials have also implemented water conservation measures, such as shorter showers or rainwater harvesting.

In the business sector, 26% of Gen Z and 25% of Millennials even research a company's environmental impact or policies before purchasing its products or services.

This survey involved 23,482 respondents, comprising 14,751 Gen Z and 8,731 Millennials from 44 countries across North America, Latin America, Western Europe, Eastern Europe, the Middle East, Africa, and Asia-Pacific.

The survey was conducted online from October 25 to December 24, 2024. In addition, qualitative interviews were conducted from December 19, 2024, to January 10, 2025.

Gen Z respondents in this survey were born between January 1995 and December 2006. Millennial respondents were born between January 1983 and December 1994.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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