THETFORD CENTER, Vt.—A survey from Generate Insight reveals that despite being the most environmentally educated, the Millennial generation often is split between choosing green products or less-expensive brands.
Research found that while 76 percent of Millennials believe it’s important for brands to get involved in the green movement, 71 percent of teens (ages 13-17) surveyed said if they had to choose between a less-expensive product or one that “gave back” to the environment, they would choose the less-expensive product. In contrast, the majority of older Millennials would choose the more-expensive brand that gave back in a green way.
The study also found several other deterrents to Millennials living greener lives, including products that require too much effort, are too time consuming and are not convenient; products that are confusing and difficult to understand, and families that are not involved in, supportive of or knowledgeable about the green movement.