JUNE 21, 2016 | BY DAN BERTHIAUME

Despite their reputation as a generation dedicated to the greater good, millennial consumers are in some ways more narrowly focused than their Gen X elders. According to a new study of more than 7,000 global consumers conducted online in April age 18-55 conducted by sales and marketing firm Daymon Worldwide, 35% of both millennial and Gen X consumers prefer buying sustainable products.

http://www.retailingtoday.com/article/study-millennial-shoppers-can-be-selfish-too