Brands that focus on supply chain sustainability—by showcasing factory conditions, production processes and waste solutions—bode well with young consumers.

More than two-thirds of Gen Z shoppers ages 18 to 24 made an eco-friendly purchase in the past year, and more than half were willing to spend more for a sustainable product, per January 2019 data from CGS.

Millennials are on board, too. Three in four US consumers ages 21 to 34 said they will “definitely” or “probably” alter their buying habits to reduce environmental impact, according to a December 2018 Nielsen report.

“Younger consumers have grown up with a more skeptical view of brands and an aversion to profits achieved through questionable business practices,” eMarketer principal analyst Andrew Lipsman said. “Brands that lift the veil on how they conduct business—from sourcing of materials to manufacturing all the way through the supply chain—will naturally engender more goodwill. Transparency breeds trust, and shoppers are more apt to buy from brands they trust.”

Source: eMarketer.com