The majority of young adults are willing to pay more for sustainable brands. According to a GreenPrint survey of 1,000 U.S. adults ages 18-34-years-old, 80% say they are “willing to pay more for sustainable products versus less sustainable competitors.” However, out of all of those surveyed, 78% say that, “despite their desire to support companies that align with their values, they don’t know how to identify environmentally friendly companies.” It’s clear that young consumers have the drive to be more environmentally conscious and brands need to more effectively communicate how consumers can do so with their products. YPulse’s Sustainability report data shows that a third of Gen Z and Millennials say that brands need to educate consumers about the best ways to be more environmentally friendly. (Sustainable Brands)
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