Growing generational gaps in how different demographics shop sustainably is defining how consumers engage with green retailing says new data from Product Experience (PX) company, Akeneo.

Figures from its latest PX Pulse Survey revealed that as customers engage with sustainability information differently, brands will need to increasingly tailor product experiences to these evolving generational expectations.

“As sustainability becomes increasingly integral to the consumer journey, understanding how different generations interpret and act on sustainability information is critical,” said Romain Fouache, CEO of Akeneo.

Millennials adopt proactive sustainability

Millennials stand out as the most proactive group when it comes to seeking sustainability information from retailers, with 47% saying brands should clearly and proactively communicate environmental impact.

Nearly half of Millennial respondents indicated a rising interest in sustainability and re-commerce options, with this age group also demonstrating the strongest tendency to act on sustainability information when making purchase decisions.

A quarter (26%) said that missing sustainability information would stop them from buying an item. Additionally, two fifths (39%) of Millennials also said missing information about product materials would prevent them from making a purchase.

Gen Z – the driving force in re-sale

When it comes to resale, Gen Z now leads the pack, with 16% saying availability of re-commerce options is the most important factor when it comes to shopping sustainably.

Half of Gen Z respondents also said their interest in pre-loved has increased over the past year and 25% say their interest in sustainability has also increased. While this is on par with Millennials, 31% of Gen Z expect brands to provide resale options, compared to only 18% of Millennials.

These trends demonstrate that re-commerce initiatives, such as thrifting and resale, are here to stay. And this means brands need to ensure they are delivering strong and detailed product experiences to consumers, regardless of whether they buy new or second-hand.

In transparency Boomers trust

When it comes to transparency, Baby Boomers place the most trust in brands that share clear supply chain and sustainability details.

While 21% of Boomers say they do not prioritise sustainability information specifically when shopping (compared to only 4% of Millennials and 6% of Gen Z), 64% say strong supply chain transparency increases brand trust.

“Organising and enriching product data with sustainability insights, and communicating it transparently and proactively, not only meets consumer expectations but gives brands a strategic advantage in an increasingly values-driven marketplace,” Fouache added.