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Insight of the Week: Young Consumers Are More Willing to Engage in the Sharing Economy and Circular Behaviors

Insight of the Week: Young Consumers Are More Willing to Engage in the Sharing Economy and Circular Behaviors
Insight of the Week
07/05/2021
Tove Malmqvist

Young Consumers Are More Willing to Engage in the Sharing Economy and Circular Behaviors

“Extremely” and “Very Interested,” by Age, Average of 27 Countries, 2020

Globally, younger people are consistently more interested in circular behaviors like using returnable containers for purchases or renting and sharing items. Those over 30 years old are less likely to favor the shared economy model.

Consumers across age groups are interested in actions that support circular behavior. They are most interested in activities where retailers help customers reuse or return, repair, and/or recycle.

Brands exploring circular solutions should begin engagement and communications with Gen Z and Millennials, as these cohorts are most interested in these new types of consumption behaviors.

Notes:

  • Question wording: How interested are you in doing more of each of the following in the coming year? Renting items such as furniture or clothing / Bring my own reusable containers to the store for refilling / Buying food or household products in returnable containers / Returning items to the store where I got them for reuse, repair or recycling / Sharing products with others in my community.
  • Data source: GlobeScan’s 2020 Healthy & Sustainable Living Report, survey of 27,000 people in the general public in June 2020.

GlobeScan’s 2020 Healthy & Sustainable Living Report

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