PFS recently surveyed 4,000 consumers in the US and the UK on the topic of sustainability. The findings offer brands and retailers valuable insight into how younger consumers are approaching conscious commerce.
It’s their future
Gen Z consumers invest in brands that care about sustainability. 54% of Gen Z shoppers describe sustainability as being socially responsible, emphasising that green initiatives should not exist in a vacuum.
Retailers and brands need to adopt a holistic approach – considering how they can reduce their carbon footprint at every step of the product journey. From internal operations to manufacturers and third-party logistics(3PL) providers, brands need to be looking for ways to increase sustainability at every point.
Supporting the need for speed, sustainably
Most shoppers say they’re willing to wait longer if slower delivery has a significantly smaller carbon footprint. However, 73% of millennials will choose faster delivery if they don’t have to pay extra, with no concern for sustainability, 67% for Gen Z.
A multi-node fulfilment approach that disperses inventory across regions is one way brands can operate more sustainably while supporting fast delivery times. With multi-node fulfilment brands can also leverage regional carriers to avoid capacity limitations and surcharges from national carriers.
Gen Z’s influence will only grow over time. Brands and retailers must strive to reduce their impact and clearly communicate efforts to consumers to gain a competitive advantage.
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