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  "documentTitle": "The global consumer: Changed for good Consumer trends accelerated by the COVID-19 pandemic are sticking",
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  "notes": "The table highlights that Millennials (Young, Core, and Mature) show higher agreement rates across all five sustainability-related shopping behaviors compared to Gen Z, Gen X, and Baby Boomers.",
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      "text": "Our insight: Consumers are definitely expressing increased interest in sustainability. But our data also shows that consumer goods companies and retailers shouldn't overestimate this green wave.",
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      "text": "But a closer look at our most recent Pulse findings shows that even if younger generations are not all becoming more eco-friendly, they still tilt towards eco-sensitive behaviours—Millennials in particular.",
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      "text": "Base: Generation Z (1,360); Young Millennials (933); Core Millennials (1,588); Mature Millennials (919); Generation X (2,848); Baby Boomers (975). Note: Respondents between the ages of 23 and 26 are considered young Millennials. Those between ages 27 and 32 are core Millennials, and those between ages 33 and 36 are mature or older Millennials. The Greatest Generation is not shown, because the base is too low. Source: PwC's June 2021 Global Consumer Insights Pulse Survey",
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