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Culture & Design

Young Consumers More Environment-Minded in China, India Than in Rich Countries

Gen Z and Millennials in emerging economies are more likely to buy sustainable products and more distrustful of corporate sustainability claims, a new survey finds.

Gen Z and millennial consumers in China, India and other emerging economies are more environmentally conscious, more likely to buy sustainable products and more distrustful of corporate sustainability claims than their counterparts in developed countries, according to a Credit Suisse Research Institute report released Tuesday.

The survey of 10,000 young consumers in 10 countries suggests significant opportunities in the food, fashion, travel, tourism and housing industries for companies that offer products that align with their values, and risks for those that do not.