B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
60%
60% -- consumer preference for sustainable brands for Millennials and Gen Z consumers (2024)
More than 60% of Millennials and Gen Z consumers prefer to purchase from brands with a reputable sustainability story.
- Reported as 'more than 60%'
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2024
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
First Insight
Primary
Tier C
https://everywhereapparel.com/blogs/learn/everywhere-helps-bands-protect-their-artist-merch-intellec… ↗
Source Article
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Additional intellectual property liabilities can stem from negative word-of-m…
Original Research
First Insight
· Original study ↗
Methodology
Cited market research (First Insight, THE STATE OF CONSUMER SPENDING: Gen Z Shoppers Demand Sustainable Retail); exact figure reported as 'more than 60%'
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Millennials and Gen Z consumers: 60% consumer preference for sustainable brands. Source: First Insight (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/millennials-gen-z-prefer-sustainable-brands
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<blockquote cite="https://lighthousedata.io/data/millennials-gen-z-prefer-sustainable-brands" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- consumer preference for sustainable brands for Millennials and Gen Z consumers<br><small>Source: First Insight (2024) · <a href="https://lighthousedata.io/data/millennials-gen-z-prefer-sustainable-brands" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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