Sustainability And DEI Investments Continue To Win Over Younger Buyers

Corporate investments in sustainability and diversity, equity, and inclusion (DEI) initiatives are in retreat, but data from Forrester’s Business Trust Survey, 2023, suggests that firms are likely making a mistake in doing so. Younger buyers, Millennials and Generation Z, are significantly more likely than older buyers to trust an organization based on its sustainability and DEI efforts. As Millennials and Gen Zers transition into more senior decision-making roles, organizations that want to maintain trust with younger buyers should invest in and promote their sustainability and DEI efforts more, not less. This is a snapshot of Forrester’s data on the trust purchase influencers have in the businesses they buy from.