While younger consumers may get most of the credit for being mindful of sustainability, a new survey has found that baby boomers value product authenticity and sustainability more than Gen Zers do.
According to a new survey by product digitization company Digimarc, 80 percent of baby boomers care about the authenticity of their products compared to 53 percent of Gen Z consumers. Baby boomers also lead other age groups when it comes to caring about whether brands are reputable or take environmental responsibilities seriously.
Sixty-four percent of baby boomers are concerned about whether new purchases are counterfeit, compared to 54 percent who are worried about the authenticity of secondhand purchases. Gen Zers are similarly concerned about new and secondhand buys at rates of 53 and 50 percent, respectively. Nearly eight in 10 boomers are also concerned about what their purchases are made of, regardless of the price point, compared to 54 percent of Gen Zers.
The growth of ecommerce has contributed to an increase in counterfeit goods, but brand protection teams are turning to digitalization as a way to fight fraud. Consumer-facing technology such as smart tags has become a crucial element in protecting brands and shoppers from counterfeit luxury products .
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