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LONDON – Younger consumers say they can no longer afford to shop sustainably because of the cost-of-living crisis, a new study produced by customer research company, Untold Insights has found.  

Approximately 1,000 people between the ages of 16 and 40 were surveyed for a new study entitled, ‘A Window on Net Zero Culture’, and 53% of respondents also stated that they’d prioritise purchasing affordable items over sustainable alternatives, due to the fact that the latter are often priced out of their budgets. 

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