Millennials number over 90 million & are the largest generation of young people in history, twice the size of Gen X

The Millennials are oftentimes the generation most representative of the “say-do” gap, where behaviors do not quite live up to their aspirational attitudes. As such, it is sometimes difficult to gauge how Millennials will really behave in response to sustainable products and a brand’s sustainable initiatives. What we do know, is that they aspire to do the right thing provided they understand what the right thing is and how they can be a part of it.

Companies need to be cognizant of their actions as Millennials demand genuineness and transparency from companies they deal with and will be more willing to trial and buy if they prove to be mindful

Since 1999, 23 Years of Data, 69,000+ Consumers, 5 Distinct Segments

For more information on the Institute Health and Wellness Trends Database