Does there appear to be an increase or decrease in consumer motivations to purchase from sustainable brands?

Is the "Green Gap" closing or staying the same in terms of consumers stating they prefer sustainable products/services but still being reluctant to actually buy or pay more for sustainable options?

Are Millennials and Gen Z consumers still leading the charge for more sustainable products?

if you focus on a specific market { aka fashion, hotels } do articles indicate a meaningful shift in consumer sustainable buying?

if you focus on a specific market { aka fashion, hotels } do articles indicate a meaningful shift in consumer sustainable buying ?