1、Our planet is deteriorating;we see it every day,in the news,on social media,and in our own lives when we step outside.When we think of the beginning of environmental activism and awareness,we think of the voices of the 60s and beyond environmental advocacy even traces back to the 18th century.Today,

2、modern environmental advocacy is similar and different in many ways.To start,its much more mainstream and intertwined within our minds and actions,especially as consumers.Enter sustainability.Consumers habits have significantly shifted to favor sustainability in the past few years.Our planet is dama

3、ged beyond repair,and people,as consumers,have grown highly aware of this.Environmental concerns have shifted from reversing damage(as it is impossible),to creating a more sustainable future.Sustainability MeetsCreator Marketing Cross-Generational ConcernThis concern is cross-generational.In 2021,67

4、%of Gen X and 45%of Boomers preferred to buy from sustainable brands.Sustainability is a high priority among younger generations,with Gen Z being especially vocal on the subject.Seventy-five percent of Gen Z think buying sustainable products is more important than buying based on brand names.Additio

5、nally,75%of millennials also consider sustainability when making purchases.However,younger generations arent the only ones with sustainability on their minds.The Institute for Business Value found that 93%of global consumers views on sustainability have been influenced since the pandemic.As of 2022,

6、51%of consumers state that sustainability is even more important today than it was a year ago.In those past 12 months,49%of consumers said they pay significantly more(59%more)for branded products as sustainable and socially responsible.Three out of five consumers stated that sustainable and socially