WHY THE “SUSTAINABILITY
GENERATION” ISN’T that INTO GREEN PRODUCTS — AND HOW TO CHANGE THEir
The millennials are known to be the
most sustainable generation of all time, solving climate changes, reducing wastes
and support green products, however we are far from the reality. The truth is even
though millennials claim to support eco-friendly products, their actions say
otherwise, here are some reasons why.
First of all, green products aren’t easily available. The problem is
that eco-friendly brands marketing and distribution of their products is
scattered. Even though we would like to support these brands, they are just hard
to find. This generation is not willing to spend their time going to the
farmers market or order from small shops online, go out of their ways just to
find one product. The problem is these brands are not easily available compared
to other competitive brands. (Gaudelli, 2018)
The second reason is that millennials believe that green product aren’t
as effective as other products full of chemicals. If you had to ask them what
they think of vegan cleaners most of the answers would be that they are happy
that the product is environmentally friendly but that it doesn’t work as well. For
example, in this video about cleancult (a nontoxic laundry detergent brand), millennials
were asked to give their honest opinion about the cleaning brand. Most answers
were about the fact that the cleaners smelled bad, weren’t as effective and
didn’t satisfy their needs (Vimeo, 2018). The environmental safety and health
benefits were appreciated yet still claimed that the green products on the
market weren’t good enough. To gain millennials attention, brands and their
products can’t just be eco-friendly they have to be effective but also
attractive with a good design.
This lead us to the third reason why millennials
aren’t as interested into buying green products is the fact the marketing and
branding of these brands isn’t appealing to this generation. Most millennials claim
they care about the environment yet they don’t identify with traditional
environmental brands. With the increase in greenwashing, where brands claim to
be more environmental friendly than they actually are. The consequences are
that millennials have less confidence in the products, it makes them doubt
which leads them to be hesitant to buy the product. This greenwashing practice
saturates the market, giving real sustainable and effective brands a hard time
to be seen, heard and purchased.
Millennials believe that green
products are too expensive. They think that because the ingredients are
naturals automatically it will be more expensive. This theory is not
necessarily all false, but when you purchase from luxurious non-green products
brands, we all know they are expensive but people still buy it because of the brand
image and the heritage. Whereas when it’s about purchasing green products millennials
expect to pay either the same price as non-green products or less.
The competition is though for millennial
consumers. Even though they want to spend more on green products, with the
increased cost of living, student’s loans and a high demand for consumer
products, it is hard for this generation to commit to sustainable products for
a long term.
Now that we analysed why millennials are reticent to buy green products even
though the desire is there, here are some ways to market sustainable brands to
this generation. In my opinion, myself being a millennial and from what I noticed
is that this generation is not willing to compromise. To successfully market to
millennials, you first have to convince them why as a brand you have the most
effective and well-designed product and back it up with indeed a genuinely
sustainable supply chain. If companies would shift their marketing, they would
notice a change in the purchasing patterns of millennials. Turning their good
intentions into actions. Millennials’ spending power is of $3.5 billion dollars
annually, imagine if a large share of this number went to sustainable
purchasing, this would revolutionize the global supply chain. (The Creative Spot, 2018)
Gaudelli, J. (2018). The Greenest Generation. online
Adage.com. Available at:
Accessed 18 Jan. 2018.
The Creative Spot. (2018). Age
Isn’t Just A Number—Part Three: Marketing To Millennials – The Creative Spot.
online Available at:
Accessed 18 Jan. 2018.
Vimeo. (2018). What Millennials Really Think About
Green Brands. online Available at: https://vimeo.com/212817478 Accessed 18 Jan.