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  "notes": "The chart highlights that Gen Z has the highest proportion of respondents willing to pay a premium for sustainability.",
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      "text": "% Premium Willingness-to-Pay: 0%, 0%-10%, 10%-20%, 20%-30%, 30%-40%, 40%-50%, 50% +",
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      "text": "Source: Simon-Kucher Sustainability Study N = 789. Simon-Kucher & Partners Sustainability Study Report Sep 2019.pptx",
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      "text": "4 Younger consumers have higher willingness-to-pay for sustainability despite still being new to the workforce",
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