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  "notes": "Gen Z is excluded from the comparative analysis due to age/purchase history constraints.",
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      "text": "Overall, 63% of consumers have made modest to significant shifts towards being more sustainable in the past five years (counting consumers that have also made minor changes, 85% have become 'greener' in their purchasing).",
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      "text": "This shift is not uniform across generations. 41% of Baby Boomers and 38% of Gen. X have not or have only made minor changes to their behavior whereas 32% of Millennials have significantly changed their behavior towards being more sustainable",
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      "text": "Source: Simon-Kucher & Partners; Global Sustainability Study 2021 (N=10,281); Q: To what degree have your purchasing behavior and choices shifted towards buying more products over the past 5 years?",
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