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BizReport : Ecommerce : July 17, 2014

Millennials emerge as leading spenders on green products and services

Millennials could be pointing the way to how consumer purchasing will shift in years to come as they emerge as the core supporters of green products and services in a survey commissioned by hygiene products manufacturer SCA.

by Helen Leggatt

In their online survey of over 2,000 U.S. adults, conducted by Harris Poll, SCA found that green products and services remain important for American consumers.

While previous surveys have shown "macro trends capturing an overall increase in green purchasing", this year's survey, conducted in April, shows continuing support for green products from Millennials. And those Millennials are prepared to pay more for green products.

Key findings from the survey include:

- 75% of U.S. adult consumers said they purchase green products and services, down slightly from 78% last year;

- 27% of Millennials who purchase green products and services have increased the number of those products they purchase, more so than those age 35-44 (18%) and 45+ (15%);

- 40% of adults are willing to pay more for products if ethical and responsible manufacturing practices are guaranteed but Millennials aged 18-34 are significantly more likely (56%) to pay more than older consumers aged 35+ (34%);

- The majority are motivated to purchase green products and services by environmental reasons (54%) while Millennials are more motivated by health benefits (24%).

"Brands and companies looking to develop strong relationships with Millennial consumers should focus on how to improve sustainability practices, as well as how to communicate those accomplishments," said Mike Kapalko, sustainability marketing manager for SCA's North American away-from-home professional hygiene business. "If the trends continue, transparent sustainability practices also will continue to be in demand, and early adopters could have a competitive advantage."

Image via Shutterstock

Tags: buying behavior, green products, Millennials, research, trends

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