Sustainability: business, life, environment

In a recent post, Is Green is Here to Stay?, we discussed the future of “green” in these economic times.  With preferences for sustainable products still on the rise and overall consumer behavior stable, new information about consumers indicates that there may be varying expectations across demographics.  Specifically, younger consumers are expecting more from their green purchases. This will ultimately place pressure on green products to meet these buyers needs.

Taking a look at consumer spending, a large portion comes from the “working generation”.  This current demographic (25-54) represents the first green generation, and they have a growing appetite for alternative products.  According to the 2009 Cone Consumer Environmental Survey, 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today, and another 44 percent indicate their environmental shopping habits have not changed as a result of the economy. 

However, many believe that the Millennial generation (ages 13-29) is the demographic which will bring a step change in eco awareness and lead real change.  A recent Generate Insight Report, finds that despite progressive eco awareness and positive support for being environmentally conscious, today’s younger generation is not taking consumer action.

The survey revealed 76 percent of consumers (13-29) feel it’s very important for brands to get involved in the green movement. However, 71 percent of teens (ages 13-17) said they would choose the less expensive product over a more expensive one that “gave back” to the environment. In addition, teen cited “Proof” (24 percent) and “Ease of use” (12 percent) as additional decision criteria to cost.

As a sustainability consultant working with business and individuals to create business sustainability and sustainable lifestyles, I am encouraged by three things: eco awareness across all demographics is on the rise, general consumer preference for greener products continues to be strong, and the younger generation is placing greater expectations on the market to deliver competitive green products.