83% of Millennials Engage in Values-Based Shopping

A large majority (83%) of millennials favor brands that align with their values, prioritizing ethical consumption over price.

Retailers seeking to reach these 75 million 25-to-40-year-old consumers — the largest demographic group among current generationsshould create messaging that highlights their positive societal influences and eco-friendliness. Other key millennial traits include:

  • 72% report social media influences their buying decisions;
  • 86% are digital buyers, with 36% planning to shop less frequently in brick-and-mortar locations; and
  • The average annual spend of a millennial consumer is $47,256.

Millennials have bequeathed their values-based shopping habits to the next generation: 75% of Gen Z report sustainability as an important factor in their purchasing decisions. Learn more about millennial and Gen Z shoppers in this infographic from AMS Fulfillment.

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