As Millennials and Generation Zers begin building their own families and exercise buying power, they’ve shown a propensity for organic, sustainable and locally sourced products, especially when grocery shopping. As a result, many national grocery retailers and food processors have shifted their missions to more closely align with these younger generations. In fact, according to a report released by the Centre for Sustainability and Excellence, Chicago, Millennials and Gen Zers stated that a company’s impact on society affects their decision to work for or purchase from a particular company.
Younger generations also do their research. Being informed of brands and companies that share their same values of sustainability helps make them feel like an empowered consumer, not only making a difference in improving their own lives, but also making a difference in society for future generations. Their research can lead to new brands promoting similar principals or cause them to stay away from brands or grocery stores that may not share the same values. In fact, a study from the Organic Trade Association, Washington, D.C., suggests sales of organic products could see a significant boost as more Millennials have children. For the first time, baby food surpassed fruits and vegetables as the top category in which consumers said buying organic is extremely important. Brands that practice sustainability throughout the supply chain are likely to appeal most to consumers from these generations.