Just when marketing gurus thought they had pegged millennial consumers as socially-aware eco-warriors, the snowflake generation has left them frustrated again. According to research from two New York college professors, “price” and “ease of purchase” rank much higher than any claims of sustainability when influencing a millennial shopper to purchase new items for their wardrobe.
LIM College professors Robert Conrad and Dr. Kenneth M. Kambara found that millennials care more about a product’s brand name and uniqueness than its sustainability. This isn’t to say millennials don’t care about sustainability — it’s still a factor for millennial consumers — but it’s pretty much the last thing they consider.
Surprising to some, the fashion industry is the second-most polluting industry in the world and shows no sign of slowing down despite a rise of supposedly eco-friendly products. Take hemp-based products as an example. Dozens of hemp-based fashion brands have made their way to the clothing racks, and yet, the overwhelming percentage of clothing is made from traditional fabric. While the “fair trade” movement started in the 1960s, ethically-made clothing still only represents less than a percent of the fashion industry.
The issue isn’t all about money either. Sure, these products are more expensive, but researchers found similar trends with luxury consumers. Some companies are bending over backwards to show off their social justice warrior credentials, but their boasting is falling on deaf ears.
According to a 2017 report from Deloitte, just 2.6 percent of surveyed millennial luxury shoppers across China, Italy, the U.K., and the U.S. said that a brand’s ethical standing was a consideration for them. About 49 percent of the Americans polled said they “always” confirm that a luxury product is sustainable before buying a product, but the reality is that it isn’t influencing their final decision.
Sustainability is cool, but not as cool as the newest pair of Louboutin heels.
Millennials supposedly “demand” more sustainable products, but these items are ultimately ending up in the clearance section of the nearest Marshall’s or Ross. They might be shopping with a socially- and environmentally-conscious heart, but their sense of style and their wallets are guiding them in a completely different direction as they make their way to the check-out. Apparently, millennials aren’t as “woke” as they’re cracked up to be.
Brendan Pringle (@BrendanPringle) is a freelance journalist in California. He is a National Journalism Center graduate and formerly served as a development officer for Young America’s Foundation at the Reagan Ranch.
