Cola Brand Chosen (% of Respondents in Age Group)
Brand A gives 5% of it's proceeds to an environmental cause
Brand B is less expensive, but does not give back
Source: Source: GenerateInsight, April 2009
The majority of Millennials surveyed found it confusing as to why products that are better for the environment are more expensive. The study noted that the extra cost (without consistent explanation) discourages the majority of shoppers from embracing and contributing to the green movement.
The study also found several other deterrents to Millennials living greener lives:
Additional findings from the survey:
The study also revealed the top words/feelings that Millennials associate with the "green movement":
Words/Feelings Millennials Attach to the Green Movement (% of Respondents)
% of Respondents
Source: GenerateInsight, April 2009
Janis Gaudelli, SVP and head of Generate Insight suggests that brands that present easy, yet effective ways for Millennials to reduce, reuse and refresh will empower this generation
At almost the same time, Elin Raymond, President of The Sage Group, Inc., presented the results of a study on consumers' beliefs and behaviors surrounding sustainable green packaging. The study found that consumers consider the authenticity and integrity of green claims to be essential, and they recognize greenwashing.
"Green is an organizational cultural keystone, a key brand attribute," Raymond said, noting that in the shopper's "eco-perception," a consumer packaged goods company, its product, and its packaging are an integrated whole.
Grouping respondents into four generational categories: "Millennials" (17 to 25 years old), "Gen Xers" (26 to 40), "Boomers" (41 to 55), and "Matures" (56+), Matures were found to be the most eco-friendly group, while Millennials showed the least proclivity toward green behavior.
The study showed that 89.7% of Matures always recycle, followed by 69.6% of Gen Xers, 67.6% of Boomers, and 56.8% of Millennials. Matures were the most willing to pay more for eco-friendly packaged products (44.8%), and 75.9% of Matures said the eco-impact of packaging has a "big impact" on their buying decisions. The only group that said the eco-friendly nature of products has "somewhat of an impact" was Millennials, at 61.7%.
According to the study, consumers perceive the most eco-friendly packages and products to be:
Respondents identified non eco-friendly packages as:
To appeal to each generation with the appropriate green marketing approach, Raymond mentioned 12 strategies. For the two youngest groups, companies must create an online life/friends for their brand. "Millennials and Gen Xers are always linked online," she said.
Among Raymond's suggestions for marketing to the 17- to 40-year-olds:
For Boomers and Matures, Raymond advised the following steps: