# Market opportunity: sustainability

## There is g**rowing 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](https://hbr.org/2019/07/the-elusive-green-consumer)). Tangible change will happen when sustainable lifestyle choices are more affordable. But they must also become ingrained into accepted behavior. 

[Research from 33\_Zero](https://www.33seconds.co/33_zero-report) 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.**