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.

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Tags:  ConsumersGreenwashGreenPackagingRecyclingBrandsSustainableResponsible

Who do you trust these days? Your bank? Your employer? Your favourite brands?

With Governments playing Russian roulette with national debt, climate change warnings becoming ever more dire and the news media serving up an endless diet of scary news, it's no wonder we’re searching out any scrap of safety and security to hang on to.

Consumer behaviour is changing – in both obvious and not so obvious ways – and signs are that, like the global crunch, this change is going to be seismic.

For the first time in years we’re now saving for the rainy days ahead and paying off debts at a record rate. We’ve also found comfort in the safety of the past – when the scary monsters of today didn’t exist and life seemed so much simpler.

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Tags:  TrustBrandsBehaviourSocial MediaSupermarketsValues