England's Warwick Business School (WBS) has released a new study showing “ethical shoppers are most likely to be middle-aged,” despite Generation X and Millennials’ strong opinions on fair trade, non-GMO, organic, and sustainable products and practices. Other important findings include men and women being equally concerned with brand practices, with “no difference between the shopping habits of the two genders.”

The survey results for present an opposing angle to “the commonly held view that people become more ethical as they get older,” says WBS.

Kevin Morrell, of Warwick Business School, says: “Age was also associated with the extent to which people would recommend fair trade goods, with the oldest respondents also being least likely to recommend fair trade products to others. This also suggested that younger shoppers were not entirely ‘practicing what they preached.’”

Read why the younger generations may be falling behind in ethical purchases—as well as the rest of the highlighted findings—here.