Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

A sustainability strategy will be a need-to-have for retailers

Sustainability, no longer merely a buzzword, will be critical to how brands and retailers respond to changing consumer expectations about product sourcing, packaging, and delivery.

Sustainability is a primary brand consideration for millennial and Gen Z consumers. Younger generations not only have enormous influence on brand perceptions, but increasingly wield the power of the wallet. Millennials now represent $600 billion in spending power, while Gen Z chips in another $140 billion. With younger consumers’ sky-high expectations of brands to exhibit social and environmental responsibility, brands that are perceived as being behind-the-times will quickly fall out of favor with these cohorts.

Rental and resale fashion are a win-win-win for consumers, retailers, and the environment. Fast fashion is out, sustainable fashion is in. It’s too soon to announce “the end of ownership,” but borrow-don’t-own propositions like Rent the Runway have cultivated strong customer bases and will gain momentum in 2022. Resale marketplaces TheRealReal, Poshmark, and Depop are also on the ascent, while established retailers like Lululemon, Ikea, and Urban Outfitters recently launched their own resale initiatives.

Sustainable direct-to-consumer (D2C) brands are moving center stage. Digitally native D2C brands Warby Parker and Allbirds, which have built their brands on sustainability and corporate responsibility, are now under a bigger spotlight as recently publicly listed companies. As they and other D2C brands grow through portfolio extensions, channel expansions, and new revenue streams, their challenge will be to increase profits while remaining true to their core.

Retailers are adopting more sustainable packaging practices. Amazon’s introduction of “Amazon Day” to consolidate orders into a single weekly delivery and recent investments in electric vehicle manufacturers and clean tech companies suggests the ecommerce giant is evolving to be more environmentally conscious. Walmart aims to achieve 100% recyclable, reusable, or compostable packaging in its private brands by 2025, and is also pushing on suppliers to significantly reduce carbon emissions as part of Project Gigaton.

Ultimately, sustainability is all about gain, not pain. Adjustments are difficult, but retailers that adopt sustainable supply chain, packaging, and revenue models will be positioned for growth—especially as younger shoppers wield more influence on consumer spending.

Read the full report.