U.S. adults views on sustainable actions by generation 2016

There seems to be a difference between the likeliness of adults to take eco-friendly actions across generations. For example, 57 percent of those aged 55 years and older stated they were likely to recycle their electronics, while only 36 percent of Millennials said the same. However, 36 percent of Millennials said they were likely to buy organic food to be eco-friendly, while only 19 percent of those aged 55 and older said the same. Many Millennials claim that they believe living a sustainable lifestyle is important, however, many are still unwilling to pay extra for sustainable products. For those who buy luxury items, the majority of Millennials believe sustainability and ethical brands are important.

Consumption habits

Some Americans are willing to contribute more significantly to climate change, for example, by installing solar panels or switching to an electric vehicle. Others have also worked to consume less or to be more aware of the waste produced by their consumption habits. Consuming new products tends to be more wasteful than reducing consumption or reusing products and materials already in one’s possession.

Likeliness to take eco-friendly actions among U.S. adults as of March 2016, by generation

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Release date

May 2016


United States

Survey time period

March 21-23, 2016

Number of respondents

1,009 respondents

Age group

18 years and older

Method of interview

Online omnibus survey

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Statistics on "Sustainable food industry"

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