Value Trumps Sustainability as Gen Z and Millennials Tighten Budgets in New Economic Reality

Millennials and Gen Z represent a multi-billion dollar market that brands try to appeal to on social media.

Inflation and rising interest rates have fundamentally changed the economy and consumer budgets and spending comfort levels.

Value and looking to cut spending have become much more important purchase drivers.

Amazon and Google remain critical in the path to purchase, though Amazon has normalized somewhat from pandemic highs.

While still important, sustainability as a purchase factor has declined from previous highs as value becomes more critical.