B
Evidence Grade B
Graded
under review
Safe to Cite
Current
64%
64% -- willingness to pay premium for sustainable products for Gen Z consumers (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
64%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Deloitte
Primary
Tier B
https://bigcom.com/perspectives/how-gen-z-is-shaping-advertising-from-the-inside/ ↗
Source Article
How Gen Z is shaping advertising from the inside | Big Communications: A Marketing and Advertising Agency in Birmingham, Alabama
Original Research
Deloitte
· Original study ↗
Methodology
Deloitte survey, cited by Big Communications
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z consumers: 64% willingness to pay premium for sustainable products. Source: Deloitte (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-pay-more-sustainable-products-64pct
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<blockquote cite="https://lighthousedata.io/data/gen-z-pay-more-sustainable-products-64pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>64%</strong> -- willingness to pay premium for sustainable products for Gen Z consumers<br><small>Source: Deloitte (2026) · <a href="https://lighthousedata.io/data/gen-z-pay-more-sustainable-products-64pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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