Gen Y Grows Greener by the Year

HARLEYSVILLE, PAGeneration Y consumers are more environmentally conscious than previous generations, and they're willing to pay for it, according to new research by NMI. Companies have eagerly awaited the generation's growth into the green marketplace, and its previously lukewarm engagement has increased in recent years.

Each year, the consulting and market research company  analyzes consumer purchasing habits through its Lifestyles of Health and Sustainability (LOHAS) Consumer Trends Database. According the data, more than one-third of the Gen Y population said it buys as many eco-friendly products as possible, compared to one-quarter only five years ago. NMI also noted the group's willingness to pay premium prices for green products has also increased.

However, companies face unique challenges in developing and marketing green products. For more information on how to reachand convinceconsumers in the evergreen marketplace, read the INSIDER article, "Green/Sustainable Trends," and view the slide show, "Dynamic Brand Marketing."