Wednesday, July 23, 2014 by Lee Mannering
A few weeks ago, I shared some findings from a Nielsen survey which found more than half of global consumers are willing to pay extra for products from companies with positive social and environmental impact. More recently, survey by SCA and Harris Poll found that 75 percent of American adults purchased green products or services in 2014, and that 40 percent of adults are willing to pay more for products if ethical and responsible manufacturing practices are guaranteed.
The majority of U.S. consumers who purchase green products/services do so for environmental reasons (54 percent); however, proportionally more adults aged 35+ identified this as their primary motivator (60 percent) than 18-34-year-old adults (38 percent). Meanwhile, Millennials are much more motivated by health benefits (24 percent) versus older adults aged 35-64 (13 percent).
When asked about their opinion of “green” products and services, 41 percent of American adults say that it is really just getting started, whereas only 11 percent believe green is just a fad and will go away at some point.
To learn more about Millennial consumers and the opportunities they represent, check out our Outlook on the Millennial Consumer 2014 report available on the PMA website. It includes data on Millennials’ lifestyle and values and insight on their perspectives on health and wellness, food and beverages, foodservice, shopping, and technology/communication.
Lastly, do you market your products with a sustainability message? If so, you may want to enter the 2014 PMA Impact Awards: Excellence in Packaging, where sustainability is one of our categories. We’re now accepting entries for this year (with winners to be announced at Fresh Summit in Anaheim this October). The deadline to enter is July 31.