71% of students want their back-to-school purchases to be eco-friendly

Here’s the thing:

This back-to-school season, sustainability is top of mind for students making purchases in preparation for the academic year. In fact, 71% of U.S. students surveyed say it’s important that items they buy for the return to class be sustainable or environmentally friendly, according to a new study from the National Retail Federation (NRF).

The annual report offers a snapshot of projected consumer spending and follows back-to-school trends. Its findings on Gen Alpha and Gen Z align with a Statista survey out this month exploring how young Americans think about their carbon footprints. In that study, when asked how important it is to track your environmental impact, 63% of the demo surveyed agree it’s “very important or somewhat important.”

Data debrief:

Back-to-school shoppers surveyed by the NRF cite secondhand shops as a top option for clothes, with 40% saying they would consider purchasing from there. Other items these shoppers would consider buying secondhand are electronics (28%), school supplies (23%) and shoes (20%).

On its accompanying webinar, the NRF’s Katherine Cullen, VP of industry and consumer insights, notes that while younger shoppers continue to place greater emphasis on environmental concerns, this broader consideration is becoming more apparent among all ages. “Across generations, we see consumers at least interested in the idea that something they’re purchasing is sustainable or that they would consider buying it secondhand,” Cullen says.

Why it matters:

Gen Zers remain steadfast in their opinions on social causes, particularly regarding climate change, with 47% counting the issue as a value they want brands to support, according to Emarketer.

Meanwhile, the demo’s interest in sustainability is forecast to reach over $108 billion by year’s end, with fashion seeing the bulk of that growth in resale volumes.

Heading into holiday shopping season, brands should take note of these back-to-school insights as a precursor to the messaging and approach that will drive the most impact with young audiences.