Much more demanding, purchasing decisions, especially between millennials and Generation Z, no longer only depend on the amount and quality of the product or service, aspects related to sustainability and ethics are also valued.
To continue fulfilling consumer demands, all companies in the retail sector and the business world in general, are changing their philosophy and way of doing business to be more sustainable
. Because for consumers it not only matters that brands do well, they want them to give the best of themselves and not only worry about economic aspects, but also monitor their social and environmental impact.To sum up, consumers want companies to be sustainable. In this article we want to reflect on the state of sustainability in the retail sector and whether it is a trend or a reality that is causing the sector to change in favor of responsible and sustainable consumption and to meet the demands of the youngest and most demanding public: Millennials and Gen Z