Generational divides shape how shoppers use green data

Akeneo has published new survey findings pointing to sharp generational differences in how consumers use sustainability information when shopping.

The findings found that millennials were most likely to act on missing product details, Gen Z was most focused on resale options, and Baby Boomers were most influenced by supply chain transparency.

The research, conducted among 1,000 US consumers aged 18 and over, suggests brands face uneven expectations across age groups. Some consumers want more proactive communication about environmental impact and materials, while others place greater weight on credible supply chain disclosure and the availability of reCommerce options.

Millennial focus

Millennials emerged as the most active group in seeking sustainability information from brands and retailers. In the survey, 47% said brands should clearly and proactively communicate environmental impact, while 28% said brands should provide this information when asked.

They also showed strong sensitivity to missing information during purchase decisions. Some 26% said missing sustainability information would stop them from buying, and 39% said missing information about product materials would prevent a purchase.

Interest in circular retail also featured strongly. Nearly half of Millennial respondents reported rising interest in sustainability and reCommerce options. Overall, the results suggest Millennials are receptive to sustainability messaging and willing to change purchasing behaviour when product information falls short.

Gen Z reCommerce

For Gen Z, resale and reCommerce stood out as a key element of sustainable shopping. The survey found 16% said the availability of reCommerce or resale options was the most important factor in shopping sustainably.

The data also suggests momentum behind second-hand shopping. Half of Gen Z respondents said their interest in reCommerce had increased over the past year, while a quarter said their interest in sustainability had also increased.

Expectations for brands also differed between younger cohorts. Some 31% of Gen Z expects brands to provide resale options, compared with 18% of Millennials. The findings suggest resale is not only a channel choice for Gen Z but also a feature they expect brands to include.

Akeneo linked this shift to the need for product information that works across new and refurbished inventory, arguing that brands still need to deliver detailed product experiences whether an item is new or resold.

Boomer trust

According to the research, Baby Boomers were less likely than younger groups to prioritise sustainability information overall, but they responded strongly to transparency. The survey found 21% of Boomers said they do not prioritise sustainability information when shopping, compared with 4% of Millennials and 6% of Gen Z.

Even with lower overall prioritisation, transparency appeared to influence trust. In the survey, 64% of Boomers said strong supply chain transparency increases their trust in a brand. This points to a distinction for this cohort between sustainability as a purchase driver and transparency as a trust signal.

Retail response

The findings come as retailers and brands face growing scrutiny of environmental claims, product provenance, and the credibility of sustainability messaging. Product pages and in-store signage remain central sources of information on materials, origins, and environmental impact. What counts as useful information varies by age group, complicating efforts to standardise sustainability messaging across channels.

ReCommerce adds another layer of complexity. Retailers that operate resale channels or partner with third-party platforms must manage product descriptions for items with different conditions, histories, and pricing structures. That raises the bar for consistent product information and for how sustainability and circularity are communicated.

Akeneo positions product data as the basis for presenting sustainability information consistently across digital and physical touchpoints. It argues that structured, accessible sustainability information in product data-covering environmental impact, supply chain origins, and reCommerce availability-shapes consumer behaviour across generations.

Romain Fouache, Akeneo's CEO, said the generational split makes it important for retailers to understand how sustainability information is interpreted and used in purchase decisions.

"As sustainability becomes increasingly integral to the consumer journey, understanding how different generations interpret and act on sustainability information is critical," said Romain Fouache, CEO of Akeneo. "Organising and enriching product data with sustainability insights, and communicating it transparently and proactively, not only meets consumer expectations but gives brands a strategic advantage in an increasingly values-driven marketplace."

The survey was commissioned by Akeneo and conducted by Dynata in January 2026, focusing on how consumer interest and expectations around sustainable options and reCommerce shopping have evolved.