Generation Green: Boomers Lead Sustainable Living Movement
Despite younger cohorts being thought of as ‘Generation Green’, recent research finds that boomers (born 1946-1964) shop more sustainably. Across food, beauty and financial products, we explore how eco-boomers are championing greener living, and examine what brands, Gen Zers (born 1996-2009) and millennials (born 1981-1995) can learn from them.
- Sustainably-Led Shoppers: A recent UK-based survey found that around half of over-55s say they shop locally, buy fewer (but longer-lasting) clothes, and try to avoid single-use plastics – yet only a quarter of those aged 18-34 say they do the same. Thirty-five per cent of over-55s also report they buy produce seasonally, compared with just 16% of 18-34s.
- Brands should encourage more intergenerational collaboration to help young consumers learn eco tricks from their sustainability-savvy elders.
- Mindful Beauty Buying: Published in March, a survey of 15,000 US shoppers revealed that 31% of boomers say they value sustainability when shopping for beauty products, compared to only 19% of Gen Zers. Brands must be mindful of this and make sustainable product marketing age-inclusive.
- See the Beauty Sustainability Round-Up March 2021 for eco-brand initiatives.
- Pensions Go Green: As boomers ease into retirement, the pension pot is top of mind. There’s an opportunity for impact investing platforms here; recent polling found that 44% of UK pension holders would rather switch to a green pension if offered by their provider. And a further 61% of UK pension holders want their retirement savings to help fight climate change.
- See In the Green: Banking’s Eco Boom in New Ways to Pay for disruptor brands bringing banking in line with consumers’ sustainability values.
- To learn more about this generation’s concerns and priorities, see The New Boomer, and look out for Rewiring Retirement, publishing on July 19.