Survey: Transparency, resale options key for sustainability-minded millennials, Gen Z
Younger consumers are still leading the charge when it comes to desiring sustainable practices from the companies they buy from.
Nearly half (47%) of millennials believe brands should clearly and proactively communicate environmental impact, according to a new survey from product experience tech company Akeneo. An additional 28% say brands should provide it when asked.
[READ MORE: Survey: Consumers trust brands with eco-friendly packaging]
More than a quarter (26%) of millennials say missing sustainability information would stop them from making a purchase. Additionally, nearly four-in-10 (39%) say missing information about product materials would prevent them from making a purchase.
Gen Z consumers are interacting with sustainability in a different way. Akeneo’s survey found that 16% of the group say availability of recommerce or resale options is the most important factor when it comes to shopping sustainably.
Half of Gen Z respondents also said their interest in recommerce has increased over the past year, and a quarter (25%) say their interest in sustainability has also increased. While this is on par with millennials, Akeneo found that nearly a third (31%) of Gen Z expects brands to provide resale options, compared to only 18% of their older counterparts.
When it comes to transparency, the survey found that baby boomers place the most trust in brands that share transparent supply chains and sustainability details. While 21% of the group does not prioritize sustainability information specifically when shopping (compared to only 4% of millennials and 6% of Gen Z who do not prioritize), nearly two-thirds (64%) say strong supply chain transparency increases their trust in a brand.
"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. "Organizing 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."
Akeneo’s PX Pulse Survey was conducted by Dynata in January 2026 on 1,000 U.S. consumers 18 years and older.
