How Young Consumers Really Feel About Eco-Friendly Products, In 5 Stats

Do Millennials and Gen Z actually care about how environmentally friendly a product is? Our data tells the story of their (not always straightforward) views on eco-friendly goods and brands…

Millennials have long been considered eco-warriors, and their dedication to environmental issues has influenced brands to go green for years. And with Gen Z jumping on the eco bandwagon, young consumers are shaping an environmental movement that stretches beyond hashtags and into real action. In 2018 this reached fever pitch. In December, 15-year-old Swedish student Greta Thunberg grabbed headlines when she told members of the U.N. they “weren’t mature enough” to stop climate change. Just a month before that, 21 teens and tweens sued the U.S. government over climate change. And then there’s Zero Hour, a youth-led coalition driving the movement to call for action on climate change and environmental justice globally (demonstrations are planned for March 15th in the U.S.). 

Millennials and Gen Z also led a major revolt against plastic last year, causing to call 2018 “the year that hating plastic straws went mainstream.” With pressure from the #StopSucking movement, which aimed to get brands and companies to drop useless plastic straws, companies as far-reaching as Starbucks, Disney, Hyatt, American Airlines, Alaska Airlines, SeaWorld, and more pledged to ditch the plastic straw. While some have criticized that this movement is a drop in the eco-bucket when it comes to saving the planet, Millennials and Gen Z know they have to start somewhere. As the CEO of sustainable retailer For Days told us, “Young consumers are becoming more and more aware of how their choices and consumer habits affect the planet,” an awareness they’re using to push brands to go zero-waste and, of course, get…


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The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

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