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Gen Z’s Willingness to Pay More for Eco-Friendly Products Is Dropping
Generation Z, long considered a bellwether for progressive consumer behavior, is showing signs of shifting priorities—away from environmental commitment and toward financial pragmatism. New data from consumer research platform GWI shows that the percentage of Gen Z consumers who say they would pay more for environmentally friendly products has declined by 5 percentage points since 2020. That […]
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