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USC Millennial Sustainability Research Study 2014


Recently Clean sponsored a study with our university partner, U.S.C. (Marshall School of Business) to find out how millennials really feel about sustainability when purchasing food and beverage products. Our young researchers surveyed over 200 millennials in Los Angeles and came up with some compelling results:

1. Most Millennials care about the environment

Their survey results showed that 72.5% of our target market considers themselves environmentally conscious. Exactly how in-depth their concern is would be the subject of our additional testing efforts. These results offered a great start to gauge the environmental consciousness of millennials as a whole.

2. Millennials tend to look for “Organic” and “Recyclable” labels on their food & beverage products

They found that around 60% of respondents look for organic or recyclable labels on their food products, with an edge to organic labels.

3. Millennials are willing to pay more for environmentally friendly products, but only to an extent

Results show that many of these consumers (47%) are willing to pay 5% more for environmentally friendly products. As the percentages became higher however, millennials were not as interested in paying more.

How can brands most effectively reach this consumer group? Click here to download a copy of the students’ recommendations for food and beverage companies. 

CATEGORIES: Communication, Market Research, Recycling