Generate Insight conducted a nationwide survey with 400 millennials between the ages of 13 and 29, in hopes to discover the truth behind this generations eco-enthusiasm. What the findings show however, are that millennials are not truly the generation leading the green movement that all the articles say they are. The findings show that even though this generation is the most environmentally educated, they don’t take advantage of their knowledge and put it into action. The results show that the millennials have an interest in being green, but they lack the knowledge of how.
Some additional findings include:
- 79% of millennials get most of their information from the web
- 76% of millennials emphasized the importance of brands being ecologically conscioius
- 64% of millennials said they would be willing to pay more for a product if they knew the brand was involved with an environmental cause
Some of the brands that are most recognized by the survey participants as being environmentally friendly are GreenWorks (by Clorox), Seventh Generation, Toyota, Whole Foods, Kashi, Pepsi, Honda, Method and Coke.
For the full article about the millennials, go to: http://adage.com/goodworks/post?article_id=136331