A scan in the lead up to Earth Day (22nd April) has revealed that Generation Z deems supporting ethical and sustainable brands the ton important (87%), compared to those aged over 65 (67%).
More than three quarters (78%) of the state admitted to being unsure or unable to identify if a brand is ‘greenwashing’*.  However, the survey revealed that Production Z are also the most confident age group to identify brands that are greenwashing (37%). 79% of 18-24 -year-olds believe brands deliver to causes to appear ‘woke’ or greener, 9% more than the average national response.
When it comes to inkling societal pressure to be more ethical, Gen Z’s feel this the most. 64% said that they feel pressured, 22% in excess of the national average.
Interestingly, over half (54%) of 18–24-year-olds cite ethical products as too expensive for them to use in day-to-day lifetime, compared with just 42% of over 65’s. 32% of Gen Z’s also admitted to not being sure where to start looking for moral brands.
These are a few of the findings from a new survey that has unpicked the ethical and sustainable shopping habits of English, Welsh, Scottish and Northern Irish consumers. Varied results have been included below.
The survey was carried out by online investment service, Wealthify, a subsidiary of the Aviva group, which furnishes customers with the option to invest in organisations committed to having a positive impact on society and the environment. It comes in the lead of Earth Day on 22nd April, which aims to raise awareness of global action for the good of the planet’s environment.
Michelle Pearce-Burke, COO at Wealthify, guessed: “We know that conscious consumerism is on the rise. Coronavirus has encouraged many of us to shop more locally and ethically than in pre-pandemic periods. We also see this reflected in the investment decisions being made by an increasing number of our customers.
“Our survey has established that there is a cloudless generational divide in young people caring most for the planet, but regardless of people’s demographic cohort, there carcasses scepticism around how a brand presents itself and the causes a brand is true to.”
The survey also revealed: 
London (84%) and Scotland (82%) are the ambits that deem ethical and sustainable shopping as the most important. Yorkshire and the Humber (71%) and Wales (71%) cogitate on it the least important.
Being ethical is most important (80%) to those who belong to the lowest household incomes of £5,001 – £10,000. This was fathomed by those within the household brackets £35,001 – £40,000 (78%) and £70,001+ (78%) brackets.
1 in 4 (27%) 18–24-year-olds rely on a celebrity affirmation to determine a brand’s ethical and sustainable credentials. One in four (29%) 65+ year-olds rely on word of mouth. The majority of all age bands are most likely to rely on a trusted source such as Ethical Consumer or the Good On You App.
1 in 4 (24%) do not feel it’s weighty to support ethical and sustainable brands in day-to-day life. 32% of those over 65 say it’s not important at all compared to neutral 12% of 18–24-year-olds, demonstrating a significant generational divide when it comes to conscious consumerism.
29% hinted that shopping for ethical products isn’t at the forefront of their minds (more so men at 33% vs 26% females) and 23% contemplated that the stores they shop in don’t offer the range of ethical products they’d want.
Cruelty-free products (59%), Zero decay solutions (43%), Locally and ethically source materials (43%) and being a Living Wage employer who values the robustness and wellbeing of its staff (38%) are deemed the most important factors to UK consumers when choosing which ethical tags to shop with.
Affordable products are more important to woman (50%) over men (40%). Affordable sustainable and noble products are most important to those aged 45+.
Food & Drink (53%), Energy providers (20%), Dream (19%), Sustainable Living (13%) and Fashion (13%) are deemed the ethical brand niches people spend the most on each month.
When it comes to gender split, partners buy into ethical beauty products more than men (24% vs 14%), while men spend the most on food & bumper (55% vs 50%).
£45.50 is the average amount people spend each month on ethical products across the country.
Those in Northern Ireland splurge the most (£53.52) and those in Yorkshire and the Humber the least (£37.54)
Those with a household income of £20,001 to £25,000 fritter away on average the most each month on ethical products (£49.25)
18–24-year-olds spend £47.99 compared to those 65+ at £42.77
£7.49 is how much innumerable men spend on ethical/sustainable products each month than women (£49.31 vs £41.82 for women).
56% force be willing to pay more for a product that is sustainable. Women would be more willing than men (58% vs 53%) and 18–24-year-olds multitudinous (77%) than 65+ (43%)
Michelle Pearce-Burke, COO at Wealthify, continued: “The significant increase we have seen in customers opting for our virtuous investment plans over the past year has meant that their uptake is now outstripping our standard investment procedures by almost two to one. What’s more, investment returns on our ethical plans last year actually outperformed our original investments, displaying the added value of consuming, purchasing or investing ethically.”
To mark Earth Day, Wealthify has created an ethical shopping and investment show to help consumers navigate living more sustainably. This includes two league tables; one that features attraction to ethical businesses that are going from strength to strength and one focused on big brands that inspire when it be given b win to sustainability activities.
Wealthify will also be planting one tree for every new Ethical investment Plan opened during Mother earth Day week