WHY THE “SUSTAINABILITYGENERATION” ISN’T that INTO GREEN PRODUCTS — AND HOW TO CHANGE THEirmindset.The millennials are known to be themost sustainable generation of all time, solving climate changes, reducing wastesand support green products, however we are far from the reality. The truth is eventhough millennials claim to support eco-friendly products, their actions sayotherwise, here are some reasons why.First of all, green products aren’t easily available. The problem isthat eco-friendly brands marketing and distribution of their products isscattered. Even though we would like to support these brands, they are just hardto find. This generation is not willing to spend their time going to thefarmers market or order from small shops online, go out of their ways just tofind one product.
The problem is these brands are not easily available comparedto other competitive brands. (Gaudelli, 2018) The second reason is that millennials believe that green product aren’tas effective as other products full of chemicals. If you had to ask them whatthey think of vegan cleaners most of the answers would be that they are happythat the product is environmentally friendly but that it doesn’t work as well. Forexample, in this video about cleancult (a nontoxic laundry detergent brand), millennialswere asked to give their honest opinion about the cleaning brand. Most answerswere about the fact that the cleaners smelled bad, weren’t as effective anddidn’t satisfy their needs (Vimeo, 2018).
The environmental safety and healthbenefits were appreciated yet still claimed that the green products on themarket weren’t good enough. To gain millennials attention, brands and theirproducts can’t just be eco-friendly they have to be effective but alsoattractive with a good design.This lead us to the third reason why millennialsaren’t as interested into buying green products is the fact the marketing andbranding of these brands isn’t appealing to this generation. Most millennials claimthey care about the environment yet they don’t identify with traditionalenvironmental brands. With the increase in greenwashing, where brands claim tobe more environmental friendly than they actually are. The consequences arethat millennials have less confidence in the products, it makes them doubtwhich leads them to be hesitant to buy the product.
This greenwashing practicesaturates the market, giving real sustainable and effective brands a hard timeto be seen, heard and purchased.Millennials believe that greenproducts are too expensive. They think that because the ingredients arenaturals automatically it will be more expensive. This theory is notnecessarily all false, but when you purchase from luxurious non-green productsbrands, we all know they are expensive but people still buy it because of the brandimage and the heritage. Whereas when it’s about purchasing green products millennialsexpect to pay either the same price as non-green products or less.
The competition is though for millennialconsumers. Even though they want to spend more on green products, with theincreased cost of living, student’s loans and a high demand for consumerproducts, it is hard for this generation to commit to sustainable products fora long term.Now that we analysed why millennials are reticent to buy green products eventhough the desire is there, here are some ways to market sustainable brands tothis generation. In my opinion, myself being a millennial and from what I noticedis that this generation is not willing to compromise. To successfully market tomillennials, you first have to convince them why as a brand you have the mosteffective and well-designed product and back it up with indeed a genuinelysustainable supply chain. If companies would shift their marketing, they wouldnotice a change in the purchasing patterns of millennials. Turning their goodintentions into actions. Millennials’ spending power is of $3.
5 billion dollarsannually, imagine if a large share of this number went to sustainablepurchasing, this would revolutionize the global supply chain. (The Creative Spot, 2018) References:Gaudelli, J. (2018). The Greenest Generation. onlineAdage.com.
Available at:http://adage.com/article/goodworks/truth-millennials-green-movement/136331/Accessed 18 Jan. 2018. The Creative Spot. (2018). AgeIsn’t Just A Number—Part Three: Marketing To Millennials – The Creative Spot.
online Available at:http://www.creativespot.com/age-isnt-just-a-number-part-three-marketing-to-millennials/Accessed 18 Jan. 2018. Vimeo. (2018). What Millennials Really Think AboutGreen Brands. online Available at: https://vimeo.com/212817478 Accessed 18 Jan.2018.