Gen Z and Millenials Cannot Afford to Shop Sustainably, According to New Study

According to a new study by U.K.-based digital customer research company Untold Insights, an astounding majority of Generation Z and Millennial consumers cannot shop sustainably due to high living costs.The company surveyed roughly 1,000 people living in the United Kingdom between the ages of 16 and 40, and 96% of respondees reported that they could not make eco-conscious purchasing decisions due to an increased cost of living, according to WWD. 53% of respondees stated that they would prioritiz...