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Young Consumers Hold the Key to Sustainable Brands

Justin Keeble
The Guardian, April 2013

Idealistic young consumers who see themselves as custodians of the environment present a major opportunity for progressive businesses. Engaged in global issues, Millennials - 18 to 32 year olds - have growing influence and incomes and 84% believe it is their generation’s duty to change the world. Photograph: Alamy

Tech-savvy and committed young consumers can help companies become greener if marketers engage with them. Consumers in the US, Asia and Europe aspire to buy more sustainable products but businesses are making it hard for them. Tomorrow's biggest spenders want things done differently.

Millennials - 18 to 32 year olds - make up a quarter of the world's population and are the greatest hope for scaling up sustainable consumption. Engaged in global issues, they have growing influence and incomes and 84% believe it is their generation's duty to change the world.: 71% want brands to be environmentally friendly and ethical, 61% want them to connect with a cause or social issue. These young people could be the key for global action and are eager to collaborate with business.  Read more…

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