We know that Millennials like to buy organic—in a recent Ypulse survey 55% said they are more likely to buy a product with an organic label. But the reality is that they might not have any idea what the word actually means. A casual survey of consumers under 35-years-old found that only 20% actually had any confidence they could define “organic.” Other research found that some believe that “’local’ and ‘organic’ denoted the same thing.” In any case, the “projection that the organic-food market will grow 14 percent each year until 2018” depends on their continued affinity to the term. (The Atlantic)
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