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

Plus: The future of Amazon ads, Walmart preps for battle, and is the internet becoming QVC? December 9, 2021 /ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s= [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. [Read the full article.]() [Activate our data to achieve and exceed your marketing goals.](=/ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s=) Data Axle provides industry-leading data to allow you to evolve your marketing programs, and our award-winning Axle Agency delivers strategy, data science, campaign management and creative as an extension of your team. Access thorough consumer data and expand your prospect universe. [Learn more](=/ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s=) /ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s= [Podcast: The future of Amazon ads, Walmart preps for battle, and is the internet becoming QVC?](/ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s=) On today's episode, we discuss Amazon's role in the trend of retail media advertising and some of the new advertising features we can expect to see from the online shopping giant. We then talk about Walmart's readiness to take on Amazon and whether America's internet is turning into a QVC-like shopping channel. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman. ["Behind the Numbers" is made possible by Basis Technologies. Listen in.](/ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s=) [chart-image](/ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s=) [Which generation leads BNPL’s forward march?]() Usage of buy now, pay later (BNPL) services has soared across generations in the US, especially among Gen Z. [See the chart.]() [chart-image]() [Webinar: Listen to Win in 2022](=/ODY3LVNMRy05MDEAAAGBPnychWm_FDRFvCjgv9SLTEf4lIK98AYzBCaJaQdFB6-VOchf8opC_Ob-AdTq90mvyPS8E_s=) Learn how to activate conversation intelligence across the martech stack to power closed-loop reporting, targeting, and personalization. Learn high-impact opportunities for marketers using AI today and what’s ahead in 2022. Join eMarketer’s Tech-Talk Webinar, presented by Invoca. 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