Photo: RetailWire
Are Millennials more eco-driven than their elders?
While Millennials overwhelmingly claim to embrace sustainability, eco-friendly fashion items rank far down on their list of purchase drivers, according to a survey from LIM College.
In a comparison of five purchasing influencers, only 34 percent of Millennials reported that they are driven to make a fashion purchase because the apparel or accessory was eco-friendly and sustainably produced. That compares with 95 percent for ease of purchase, 95 percent for price/value, 92 percent for uniqueness, and 60 percent for brand name as factors in making their purchase decisions.
The findings on purchase intent comes despite nearly 90 percent agreeing that, “Millennials and Gen Z will help create more sustainably-produced products by convincing businesses and governments to alter existing practices.” An equal percent “would abandon a product or brand for eco-unfriendliness.”
In a statement, LIM College professor Robert Conrad blamed the disconnect on the fashion industry failing to provide “sufficient choices.” None of today’s eco-friendly, youth-oriented brands have the scale or variety of offerings to meet requirements for ease, price/value and uniqueness.
Mr. Kambara said, “Offerings must be new and different — unique from what other brands are offering — and truly deliver value. Think Zara with authentic eco-friendly and sustainable product offerings.”
In another twist, a study that came out last September from The Shelton Group found Millennials falling behind other age groups when it comes to the easier green activities:
- Thirty-four percent of Millennials recycle newspapers, cardboard, aluminum cans, plastic bottles, etc. versus 52 percent of all age groups;
- Thirty-seven bring their own bag(s) when shopping versus 50 overall;
- A third adjust the thermostat to save energy versus 48 percent overall.
But the same survey likewise found Millennials more likely to buy from companies making a positive impact on the world, in line with numerous past studies.
Suzanne Shelton, CEO of Shelton Group, in a statement said that while Millennials clearly care about the environment, they “feel the problems are too big for them to tackle as individuals” and are counting on corporations. Said Ms. Shelton, “Millennials see spending money with these companies as another form of activism.”
BrainTrust
Lee Kent
Principal, Your Retail Authority, LLC
Charles Dimov
Vice President of Marketing, OrderDynamics
Anne Howe
Principal, Anne Howe Associates
Discussion Questions
DISCUSSION QUESTIONS: What do you think explains the contradictions between Millennials’ stated passions around sustainable practices and their actual buying behavior? Is the appeal of eco-friendly products to Millennials overdone?
I don’t think it’s this simple. Millennials are probably the first generation that grew up with recycling and knowing that consumerism harms the environment. They are also the first digitally native generation, so movements and tribes come naturally to them.
All of this being said, I think that Millennials don’t seek to be part of the environmental movement. I think they seek to find tribes, socially and commercially, that match their way of life. The time for environmental marketing is over. If a company wants a Millennial as a customer, they need to be sure that their commercial practices match the Millennial’s lifestyle.
It’s not a Millennial contradiction — we’ve had this problem forever, with people more likely to state a preference for green products and products from companies with sustainable products, but not buying them. Millennials have lots of economic issues (employment, underemployment, college loans, etc.) — eating trumps social conscience and it often costs to be eco-friendly.
People are people regardless of age grouping or demographic grouping. They are aspirational and want to present themselves how they want people to perceive them. But they don’t always do what they say they do.
The contradiction is one that is inherent to focus groups and questionnaires. People don’t answer what they really do, they answer what they would like to think they do.
This scenario reminds me of the beauty business. If you ask consumers if they would like to see natural skin care with less harsh chemicals, you would get a resounding yes. But at the end of the day, people want products that are going to make them look and feel younger. Even if that means injecting poisons into their skin.
When it comes to eco-friendly products, they have a place in certain categories. When it comes to fashion, consumers will buy what makes them look the best. If it is eco-friendly that is great, but it won’t be the driver. Furnishings would be the same way. If there are two rugs side by side and one is eco-friendly but not as stylish as the other, the non eco-friendly rug will sell the majority of the time.
I have watched the eco-friendly fashion, furnishings and linens market for many years because it was going to be a huge boom starting in the early 2000s. It has yet to materialize.
Is it easier to be an “activist” in concept than in practice? It’s easy to like an idea, but not be engaged to take personal action. In that light, retailers should consider the idea of making it easy for Millennials to identify them as socially responsible. Make it easy for them to choose the brand that reflects their beliefs, without having to get them to change their behavior.
As to whether eco-friendliness among Millennials is overdone; given that this is now the dominant population in today’s workforce — I hope not!
From an observation point of view, I find the data a bit confusing. Basically, the behavior I see is that the younger the demographic, the more likely they are to be environmentally conscientious. More likely to recycle. More likely to be careful in buying food. Less likely to buy expensive brands. More likely to save. More likely to live a simplified lifestyle versus their elders in the same economic group. I am curious if anyone is seeing behavior reflecting the study’s outcomes.
In the endless sea of fashion items available at retail, how is anyone, (let alone just Millennials) able to discern how eco-friendly one item of apparel really is? Intent is one thing, but turning it into action in front of a rack of shirts is almost impossible.
A true “eco brand” likely does not have the budget to do much more than create its story on a hang tag. At retail, the brand disappears on a rack and never even gets a “header card” to advise shoppers of its story.
Product value (style, fit, quality) ALWAYS outranks social value in purchase choices. So the shopping behavior we’re seeing here is that these values only become important to shoppers AFTER all the more important values are met.
In practice what that means is that value to overall “good” is rarely important in the purchase. Even take Ben & Jerry’s overall cause-based marketing. While it’s an excellent addition to their brand, it’s not the fundamental reason the vast majority of people buy Ben & Jerry’s.
I’ve seen this for years in the hardware and tool business. You’d think that tool buyers would be heavily influenced by “Made in America.” They aren’t. It’s nice. But it’s only important AFTER the shopper decides a tool is of a quality and function to meet their needs.
The problem with surveys like this is that they leave out additional elements that are part of the purchase decision process. For example, while we may find that Millennials state a preference for eco-friendly products and brands, ultimately they have to set a price they are willing to pay — and it can’t be too high or they simply can’t buy! Factoring that in, I believe we need to value these survey results as purely aspirational vs a reflection of what people are doing in practice.
Stating preferences is one thing, but acting on it is sometimes constrained by factors we can’t control. Often this is a spur of the moment decision and one can’t take into consideration the full environmental impact. However, that doesn’t imply a contradiction — sometimes life just happens!
Millennials like a good cause, we’ve seen data to support that however, they also look for value and quality in their purchasing decisions. If a retailer can support the cause and still get value and quality, it’s a win. If not, looks like the cause loses. For my 2 cents.
Millennials certainly embrace the shared economy and probably care more about the state of the planet than their elders. Many of the Millennials have changed the way they eat (e.g. they became vegetarian or even vegan). But it should not cost much more than normal food. When it comes to clothing, I do not see that they are willing to be eco-friendly. Drivers are coolness and price. They often tend to ignore that the cool jeans they just bought has probably be produced somewhere in Asia in a not very eco-friendly way and maybe under poor working conditions. Other drivers are convenience and immediate availability.
Contradiction? Really? Do we need to ask? talk is easy, action often isn’t … particularly when the costs, complications and daily grind of being virtuous become apparent.
But in fairness to the young, I would point out the demands of being “eco-friendly” have changed, even expanded greatly over the years. The claim that we used to hear from smoking apologists of “today tobacco, tomorrow it will be perfume” is slowly coming to pass.
This is a good example of actions speaking louder than words. It reminds of the countless consumer surveys that state the fact that shoppers say they want large product variety, however they only purchase about 20% of the assortment. One other aspect of this article is that we need to avoid lumping all Millennials together. They may be in the same age demo, but they certainly do not all feel the same way about shopping. For instance, the vast majority of of them still shop in physical stores. I think the eco-friendly debate is only reinforced by these two aspects.
In this case, it seems that style, convenience and probably price are better predictors of Millennials’ purchasing drivers.
There is always a danger in reading too much in to one or two surveys, particularly surveys that ask about “intention” vs. observable behaviors. It will always be true that our cumulative intentions are more admirable than our actions. Particularly when financial wherewithal dictates most younger consumer’s purchasing behaviors, we can’t be surprised that they do not choose a higher priced item even if it is eco-friendly. Fashion in particular is not likely to be driven primarily by eco-friendly practices.