Consumers are buying based on environmental impact, and Millennials are leading the way. According to Natural Marketing Institute Solutions, the percentage of people who choose sustainable products has jumped by 31% in the ten years leading up to 2016, and 54% of Millennials said they made purchasing decisions with environmental impact in mind—more than any other generation. They’re also putting their money where their mouth is; Millennials were 28% more likely than the average to pay upwards of 20% more for environmentally-friendly products. (Food Navigator-USA)
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