International shipping and logistics company InXpress has released a study of 120 Gen Z and millennials across the UK, US, South Africa, Australia, Canada, France, Hong Kong, India and the Netherlands. It found that while price remains the top priority in shipping choices, speed of delivery is a close second.
InXpress’s study of Gen Z and millennial purchasing habits also revealed that 33% of Gen Z consumers consider sustainability “very important” when making purchasing decisions, while 25% consider it “important”. Moreover, one in two millennials surveyed claim they pay attention to sustainability when buying products, echoing Gen Z’s sentiment. These findings suggest to retailers that eco-conscious practices are no longer optional as they are sought after by this growing demographic of consumers.
“Shipping is no longer just a transaction; it’s part of the brand story,” commented Jon White, chief commercial officer at InXpress. “Gen Z desire more than convenience. They want to see their personal values reflected at every stage of the buying journey, including the last mile.
“Gen Z and millennials have the biggest spending power in the world. Together, they make up over half of the global population, so it is essential for businesses to connect with them.
“This Earth Day [Tuesday, April 22], we’re encouraging businesses, large and small, to rethink their logistics choices. Prioritizing sustainability as much as price and speed of delivery is the best way to connect with this generation of consumers.”
Another notable finding was that one in three consumers find it important that brands support good causes, signaling that social impact and sustainability go hand-in-hand in the eyes of younger shoppers.
Furthermore, social media was found to be the number one source of purchase inspiration, especially among Gen Z. Instagram was the top social platform for both millennials and Gen Z, with TikTok being the second preferred platform for Gen Z (34.3%) and YouTube for millennials (12.8%).
Read more on generational preferences for e-commerce digital marketing here