Proof Point


Millennials more interested in paying more for environment-friendly products compared to other generations in 2018, according to GlobalWebIndex

Willingness To Pay More for Eco-Friendly Products by Generation
2018 (percentage)

Note: Data from GlobalWebIndex Consumers Going Green survey of 111,899 Internet users aged 16-64 in 2018 Q2
Proof Point Findings:
  • Eco-Friendly – Sustainable products or services contributing to green lifestyle that help conserve resources, such as energy and water
  • Millennial Lead – 61% of millennials in GlobalWebIndex survey would pay more for sustainable products in 2018, highest across age groups
  • Lagging Older Cohorts – Fewer respondents from older generations are willing to pay more for eco-friendly products, compared to younger cohorts
  • Key Growth Drivers – Include rising consumer concern for climate change and global warming, wider adoption of sustainable business practices, increasing viability and quality of sustainable products and services, and growing pressure from consumers and institutions to reduce environmental impact
Sector: Cross-sector

Date Last Updated: November 7, 2018

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