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      "text": "A higher share of Generation Z (39%) and Millennials (42%) are willing to pay for sustainability compared to Generation X (31%) and Baby Boomers (26%).",
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      "text": "In terms of how much, Gen. Z (32%) and Millennials (31%) are willing to pay over twice as large of a premium for sustainability in their products/services relative to Baby Boomers (14%) and a third more relative to Gen. X (21%).",
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      "text": "Source: Simon-Kucher & Partners; Global Sustainability Study 2021; Q: Imagine you are purchasing an item within [Pipe: Category] hat meets the environmental sustainability expectations that are most important to you. Which of the following best describes your willingness-to-pay for this item?; Q: Imagine you are purchasing an item within [Pipe: Category] hat meets the environmental sustainability expectations that are most important to you. Which of the following best describes your willingness-to-pay for this item?; N=10,281).",
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