Study: Millennial shoppers can be selfish, too

Despite their reputation as a generation dedicated to the greater good, millennial consumers are in some ways more narrowly focused than their Gen X elders.



According to a new study of more than 7,000 global consumers conducted online in April age 18-55 conducted by sales and marketing firm Daymon Worldwide, 35% of both millennial and Gen X consumers prefer buying sustainable products.



However, about 30% of millennial respondents said they preferred buying products that directly benefit them (such as saving money or impressing people), compared to about 25% of Gen X. In addition, close to 30% of Gen X respondents prefer buying products from companies with good labor practices, compared to closer to 25% of millennial respondents.



Gen X respondents are also more likely than millennial respondents to prefer to support companies that truly support the communities where they do business or give a percentage of profits to charities they like.



Millennial shoppers do exceed their Gen X peers in some altruistic tendencies, though. Millennial respondents had higher rates of preferring products with sustainable packaging, as well as products that are not tested on animals. Both generations preferred companies that help their local community at the same percentage (20%).



One area where U.S. millennial consumer definitely conformed to stereotype is the amount of time spent online. Millennial respondents averaged close to eight hours a day online, while Gen X respondents averaged less than six hours a day online.