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If you were to hear the media tell it, you’d probably think that armies of green tweens, teens and twentysomethings have already been deployed to save the planet one non-plastic bag at a time. But this isn’t quite the case. Not that many of them aren’t ready and willing to do so. They just aren’t exactly sure what their marching orders are. And, especially for younger eco-activists-in-training, the didactic lesson plans and ominous warnings aren’t helping matters.

In honor of Earth Day we wanted to spotlight a recent report from our friends at Generate Insight (the proprietary internal research division of Generate) detailing just this situation. Titled “Almost Green… The Truth behind Millennials and the Green Movement” the team surveyed and talked to real 13 to 17 year olds caught between being motivated and educated enough to want to contribute to the cause, and yet not being informed or instructed well enough to know what that contribution would entail. Some stats and quotes from the report:

Eco-engagement

- 69% of Millennials 13-17 said that they care about the environment and need to get more involved.

“There are people who think and those that do… I am a thinker with every intention of doing.” – Matt, 18 (in reference to his participation in the green movement)

“I am eco-friendly at least twice a week. I have to remember to be more green. I forget when things get busy.” – Damon, 14

Eco-impact

- 48% of the survey respondents agreed that because there is obviously no immediate solution to solving the world’s environmental issues, they become extremely overwhelmed and feel their involvement won’t make a difference.

“I do feel pressured by people thinking my generation will clean up the planet. This is years and years of neglecting our environment…kids are not going to have the answers. We need help people!” – Brianna, 16

“I guess the reason I am not as green as I should be is because I am the type of person who needs to see the results of what I am working on. Just because I recycle and conserve energy, what does that mean in the grand scheme of things?” – Katie, 17

“I feel like my contribution to the environment is based on a grade, as sad as that sounds. I took my carbon footprint for school but not sure what more I can do that would make a difference…” – Scott, 15

Eco-brands

- When asked “would you pay more for a product if the company gave some of the proceeds back to an environmental cause”? 71% of the 13-17 year old sample said they would choose the less expensive item (the older Millennial demo chose the brand who gave back). The majority of the Millennials surveyed found it confusing as to why products that are better for the environment are more expensive.

“The brands that come to mind that are ‘green’ are wayyyy too expensive for me to afford. Whole Foods we call ‘whole paycheck,’ ‘the energy-saving light bulbs are more expensive than what I am used to buying. Seventh Generation laundry detergent is more expensive than Tide. Companies make it hard to live green.” Michael, 24

“Why if brands really want us to buy their ‘green products’ do they price them so darn high?? I mean I am a poor college student who would like to buy eco-friendly cleaning supplies and laundry detergent – but I can’t make a switch if its outside of my budget.” – Kim, 20

“If I am being honest, no one my age would pay more for the ‘greener’ product just because they’re supporting a cause. My friends and I go for what’s going to cost less. We don’t have a lot of money to spend.” – Kiley, 15

Eco-solution?

- Among teens 13-17, school is “THE” source for their eco-education (85% stated that school is their main source). Educators and parents need to take a more powerful position and show today’s youth fun, interesting, impactful ways to save planet earth. Take it beyond the grade and really allow them to invest in the lifestyle. Some examples: Green field-trips (beach cleanup, planting trees, meet ups with organizations that do green for a living). Colleges highlighting “green majors”… focusing on “green collar jobs”

“I run a green-household and I am 17 years old. I learned a lot from projects I had to do for school and had to show how I made this part of my home. I tell my parents what to do when it comes to conserving energy, buying organic and recycling.” – Melissa, 17

- Brands have a wonderful opportunity to further engage the millennial market in their green initiatives. As the research revealed, this market is looking for ways to get involved and make a difference. Brands can guide them to living a greener lifestyle. Some examples include: Getting involved with schools (engage in the learning process, sponsor schools to bring green into the classroom, creating a green product line (but price it competitively to what they’re accustomed to paying), collaborate with environmental organizations (giving back proceeds of your investments)

“It’s important for me to see brands that I use invest in the green movement. If I am going to pay for their products, they in turn need to pay it forward.” – Ann, 24

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channelsponsored by Youth Marketing Connection

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Categorized under: Youth Marketing

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