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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Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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