There’s a generation gap in how consumers view sustainability
Millennials are nearly twice as likely to say that they are willing to pay for more ecofriendly products when compared to Baby Boomers
The annual EcoFocus Trends Survey, which forecasts key trends that will shape the U.S. food and beverage industries in the future, has found that more than 8 out of 10 shoppers agree that being ecofriendly is "Common Sense." While Millennials are on par with other consumers on these issues, what sets them apart in a dramatic way is that 64% of Millennials say that "to them it is worth paying more for ecofriendly products," compared to just 38% of Baby Boomers.
Furthermore, 76% or Millennials feel more positive towards brands that only use recyclable packaging made with renewable resources.This will require brands to not only look at materials but how they convey information regarding recycling, as nearly 75% of millennials want companies to improve how they tell them to recycle or dispose of a package and to make recycling directions and information more prominent on packaging.
According to President and CEO of EcoFocus, Linda Gilbert, Millennials have taken the lead on the sustainable packaging conversation with the expectation that brand owners will do their part to deliver eco-friendly solutions.
"Millennials will reward and be loyal to companies who make commitments to what they see as desirable behavior. And they are willing to boycott companies who behave poorly or act opportunistically," advises Gilbert.
"Their willingness to pay more reflects a passion for correcting the eco-mistakes of previous generations," observes Linda Gilbert.