Because if you thought either the millennial bracket, or the much older - you were in fact (surprisingly) wrong. Research published in the UK shows that ethical shoppers are more likely to be middle-aged, a new study has found. The study, it's authors note, goes against the natural assumption that either young people are most switched on to ethical buying behaviors (looking out for fairtrade, etc.), or conversely - we get more ethical as get older (perhaps more able to afford products which come at a premium). So which one is true? Ummm, neither apparently. Kevin Morrell, of Warwick Business School
