Marketers have been keeping a close eye on Generation Y – those born between the late 80’s and the 2000’s - and eagerly awaiting the time when this “born green” generation puts into practice the values it grew up with. NMI’s latest research on sustainability shows that the time has arrived.
While previously Gen Y had only lukewarm engagement with the sustainability marketplace, as they advance in their careers, and start families, their green product purchases are increasing. For instance, more than one-third now say they buy as many eco-friendly products as they can, up from just one-quarter five years ago. And, their willingness to pay for those products has increased at the same time.
NMI's data on green consumers and their purchasing habits is collected through the LOHAS Consumer Trends Database™ in an annual survey focused on health and sustainability, corporate social responsibility, environmentalism, and social issues. The LOHAS acronym stands for "Lifestyles of Health and Sustainability."
NMI has conducted its LOHAS survey since 2002, concluding its most recent study in the Summer of 2012, which was fielded online and included a representative sample of more than 4,000 U.S. consumers. An international version of the study will be conducted in 2013. For more information, click this link.