Market opportunity: sustainability

There is growing demand for sustainable lifestyle choices

While the true picture defies marketing buzzwords like “Gen Z”, young people in particular are demanding sustainable, eco-aware brands and products.

The trouble is, 65% want to buy purpose-driven brands that advocate sustainability, yet only about 26% actually do so. (Source: HBR). Tangible change will happen when sustainable lifestyle choices are more affordable. But they must also become ingrained into accepted behavior.

Research from 33_Zero shows the inflection point where sustainable lifestyle choices become normalized is nearly here. In a survey of 2,000 eco-engaged 16-40 year olds, they found sustainable behaviors that were previously overt are shifting into the mainstream:

“If second-hand clothing has been a climate conscious choice for engaged eco-consumers, we found it is already simply a norm for 77% of Gen Z.”

They also found that cost of living tops sustainability as the key concern of the moment:

“49% of all respondents say they have to prioritize cost over everything else.”

In the words of Eric Lonergan and Corinne Sawers, “People only change behavior if the alternative is cheaper, better or their friends are doing it.” (Source: Super Charge Me: Net Zero Faster by Eric Lonergan & Corrine Sawers (Agenda, 2022))

ivault delivers against all three markers. Part sharing app, part social network, it makes sustainable lifestyle choices more affordable, more convenient, more rewarding – and more fun.