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Jumping the Green Generation Gap
20/05/2009
Pic credit- www.wearewhatwedo.org
Responsible. Smart. And Cool. These are the three words 13-29 year-olds (the generation known as Millennials) most associate with the Green movement according to a recent survey by New York youth media and youth trends company Generate.
Yet while younger consumers (and particularly the generation currently at school) are better informed and more strident about green issues than any other age group, their knowledge and attitudes often have little bearing on their actions.
The most startling statistic from the Generate report is that given a choice between a brand that has green credentials and a similar one at a lower price, 71 per cent of 13-17 year-olds say they’d go for the cheaper option. The balance swings in entirely the opposite direction for 22-29 year-olds with 63 per cent saying they’d be willing to fork out for a more expensive brand if it supports an environmental cause.
Support for ethical consumerism appears strongest in older groups. In a study on sustainable packaging by marketing and investor relations company The Sage Group, almost 90 per cent of people aged over 56 claim they always recycle with over three quarters stating the green impact of associated packaging had a significant impact on product purchasing decisions.
The Sage study has particular resonance for food manufacturers and retailers as much of the packaging perceived as either green or environmentally damaging is associated with food and drink products.
According to the survey, products with an additional green hurdle to overcome before purchase include anything wrapped or contained in:
- “Overkill” packaging
- “Single serve” portions
- Hard plastic
- Takeaway food containers
- Polystyrene burger boxes
- Most plastic water bottles
- Something with a plastic ring pull
- Non recycled material
- Non recyclable material
However, anything packed in the following ways was perceived to be ’greener’:
- Glass containers
- Aluminium cans
- As a bulk product
- Cardboard packaging
- Paper bags
- As a concentrated liquid
- In recycled material
Both reports highlighted a need for brands to “help” younger consumers through the bewildering fog of information about green issues, ethical consumerism and sustainability with clear product and marketing messaging.
For younger consumers this was all about connecting the benefits of responsible consumerism to immediate and, if possible, instantly tangible results relevant to their lifestyle.
They want to save the Earth but it seems like a big job and how can one action affect it?
For older consumers, it was more about a higher profile for product eco information.
And for everybody – no greenwash hype.