It’s 2024, and thankfully the number of shoppers aspiring to support brands operating sustainably continues to grow. A trend that’s largely driven by younger consumers. 

Today upwards of 80% of Gen Z and Millennial consumers would rather shop for environmentally friendly products if given the choice. According to Bloomberg, these generations combined represented $350 billion in spending power in 2020 with Gen Z accounting for 40% of the global consumer industry. While Gen Z’s spending power is growing, it’s Millennials who currently represent the largest group of consumers (with Baby Boomers still having the largest buying power). In the past, we’ve seen the younger consumer group’s buying habits differ dramatically from those older than them, but in today’s market over 60% of Boomers and Gen Xers prefer to patron brands that have sustainability initiatives. 

On top of consumers’ call for brands that care about the planet, they’re going a step further and asking for radical transparency into the life cycle of the products they purchase. They want to feel connected to your brand’s cause, with a widespread view of your sustainability mission and strategies. Utilizing the digital space, including the real estate on your website and social media platforms is the most time and cost-efficient way to meet your customers where they are. By additionally partnering with organizations taking climate action, supporting climate impact projects, and creating community-building experiences you’re bound to capture consumer attention this Earth Month.

Download our free guide below for attainable strategies and tactics that will not only get you in front of sustainable shoppers’ but speak right to their wallets.