Millennials’ desire for sustainable, high-quality products are changing the eco-friendly market.

Millennials’ desire for sustainable, high-quality products are changing the eco-friendly market. According to a chairman for Nestlé, price is no longer as significant of a factor when attempting to attract consumers: “if you're looking at the success stories in the food industry lately you will see that those successes are normally in products which have a relatively high price and it's basically a [success] coming from the new generation.” A 2015 global Nielsen study backs up this claim, with the insight that 66% of respondents would be willing to pay more for sustainable products. (CNBC)