Millennial Consumers and the Green Revolution

shutterstock_308092010The word “green” used to be a sort of kitschy, uppity phrase used by hipsters and celebrities. Today, making green choices at the checkout has become mainstream. The average consumer is more apt than ever before to buy eco-friendly goods, including organic foods and products made from recycled materials.

Not only are Millennials and others buying green, but they are more green savvy. Consumers of today know the difference between post-consumer recycled content, recyclable content, organic, natural, and other eco-friendly labels that used to seem like a foreign language. In the past two years, the number of consumers who consider themselves green has increased by 6 percent.

Why the change in heart? If you think it is to save the planet, think again. Young consumers are more likely to point to financial reasons than environmental reasons for buying green. Because many of these people came of age during the 2007 recession, they are money-conscious savers who will do anything to find a good deal. Some are willing to pay more for a product that is eco-friendly, but many are not, believing that something that is not harmful to the planet shouldn’t cost more.

No matter how happy people are to buy green, there is still a call for more transparency. People believe that “organic” points to a more natural product when it may not. Brands need to be more clear in how the market their products, as consumers are becoming more aware of greenwashing, or the leaning toward spending more time and money claiming to be green than actually being green.

Manufacturers take notice: Consumers of today want eco-friendly products and are willing to pay for them. Overcharge or falsify your advertising however, and you will quickly find yourself losing business to your honest competition.



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