SGS green mark Series | Why generational differences matter to environmental claims?

Have you noticed a shift in your consumers’ needs?

The inevitable march of time means your customer base is changing. Millennials have joined baby boomers and Generation X as your primary consumers, leading to a change in what customers expect from your products.   

Millennials – a truly eco-friendly generation?

Brought up with access to the internet's resources, millennials are the first truly global generation. Survey data from across the generations clearly shows a shift in intent and action, with millennials defining themselves as an eco-friendlier generation. 

A 2021 study found that 61% of core millennials (aged 27 to 32) want to buy from environmentally conscious companies, 59% look to buy biodegradable or eco-friendly products, and 60% intentionally want less or more environmentally preferable packaging. In comparison, among baby boomers, only 47% looked to buy from environmentally aware businesses, 47% wanted biodegradable or eco-friendly products, and 51% considered the environmental impact of packaging. 

For businesses, this means there is opportunity, but only if it is done correctly.

The threat of greenwashing

Where there is opportunity there is always risk. With consumers actively looking for evidence of sustainability in the products they buy, there is the possibility unsubstantiated and ambiguous environmental attribute claims will fill the void. For the industry as a whole, this has a long-term negative effect because, although consumers want sustainable products and are willing to pay for them, if they cannot believe to claims then the sector as a whole will suffer a crisis of trust.

A European Union (EU) study from 2022 found that 75% of products now carry an environmental claim or label. However, it is one thing to make a claim to gain sales but another to actually live up to the claim, and research by the European Commission found 42% of green claims were potentially false or deceptive.  

The above statistic highlights the prevalence of greenwashing. Greenwashing comes in many forms, with environmental claims being either lies, unsubstantiated, vague (‘natural’, ‘sustainable’, etc.), or irrelevant. There are also instances where factual statements are misleading or legitimate certifications are being applied to products erroneously. 

For consumers, this just creates confusion and distrust. For businesses, it will ultimately hit their bottom line. 

Finding a trusted solution

One way to build trust is through independent, scientific evaluation of products against internationally recognized standards, such as ISO 14021 for environmental labels and declarations, EN 16640 for biobased content, and ASTM D6400 for compostability. To ensure consumers engage with the certification, it must be relevant to the product and include a way for them to confirm environmental attribute claims. 

Environmental Claim Certification and Verification (ECCS) Program

At SGS, our Environmental Claim Certification and Verification program (ECCS or SGS green marks) demonstrates to an increasingly attentive audience the environmental attribute(s) of your product. Manufacturers and suppliers choose the claims they want to make before we independently evaluate and/or audit their products and/or facilities in accordance with recognized standards. Once compliance has been confirmed, the product can then carry the SGS Green Mark. 

The SGS green marks are the ideal way to build confidence in a consumer product. Recognized around the world it demonstrates compliance and enables transparency through a QR code. The process is simple to follow and lets businesses avoid the stigma of greenwashing to enhance their brand image and enable competitive advantage in complex global markets.

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