New research says that just over half of Americans want their retail returns to be sustainable.  

SAP Emarsys Customer Engagement found that 51% of around 2,000 people they surveyed want sustainable retail returns. Another 55% said they’re more loyal to brands with sustainable return processes.  

“Retailers must prioritize more sustainable operations, and taking steps to reduce the environmental impact of returns is a good starting point,” said SAP Emarsys global head of product marketing Kelsey Jones.  

SAP Emarsys’ research found that sustainability is particularly important to Gen Z shoppers when it comes to deciding on what to buy, 33% of whom said they view it as “the most important consideration when making purchases, even more than price.”  

Meanwhile the demand for free and convenient return policies has risen. Research from SAP Emarsys released in January showed that 72% of U.S. shoppers were loyal to companies who offer free returns. 

Although keeping the returns process both cost-efficient and sustainable can be difficult, some companies have mitigated this by investing in programs to repair or refurbish returned products, as well as recycling or disposing of anything that can’t be resold.