OK, Boomers? How sustainability is also shaping baby boomers' consumption

The purchasing behavior of younger generations is the subject of countless studies. However, sustainable consumption is not only of great importance to them. Baby boomers are often overlooked as a target group for ecologically sound products – a serious oversight.

 

Two small words can be enough to make an entire generation despised. When a New Zealand Green Party MP dismissed an older parliamentarian in 2019 with the words "Okay, Boomer," she poured the entire anger of her generation into that sentence: anger at those who brought climate change upon the younger generation—and who, in the eyes of many, refuse to learn.

 

Chlöe Swarbrick didn't originate this phrase, but she made it famous around the world almost overnight. "Okay, Boomer" evidently fell on fertile ground, as the so-called baby boomers—those born roughly between 1946 and 1964—had long been considered old-fashioned, know-it-alls, and, above all, immune to ecological arguments.

 

Generational conflict at the POS? One age group surprises

 

So, are the environmentally conscious Millennials and GenZ generations really on the verge of being outdone by the Boomers, who largely don't care about sustainability? Studies comparing the consumer behavior of different age cohorts have produced some intriguing results.

 

♻️ According to a study by Prognos and Kantar , 81% of baby boomers surveyed avoid plastic products and packaging. They also waste less food, energy, and water than younger generations. 49% of baby boomers avoid air travel as a matter of environmental protection, and 56% prefer organic food.

 

♻️ The results of a Savanta study also give strong testimony to older generations. According to the study, Baby Boomers use reusable bags significantly more often than Gen Z (75% vs. 39%), avoid food waste through better planning and freezing (58% vs. 29%), and more often choose seasonal products (52% vs. 25%) and loose goods (44% vs. 24%).

 

Generation Z and Millennials influence the Boomers

 

The changing attitudes of the children and grandchildren's generations are undoubtedly having a knock-on effect. A study by the Baker Retailing Center at the University of Pennsylvania finds that Gen Z consumers are strongly influencing not only their Generation X and Generation Y, but even their Boomer grandparents when it comes to sustainable shopping behavior.

 

At the same time, people born in the two decades following the Second World War also have their own motivation: many experienced scarcity in their childhood and youth, which continues to shape their attitude towards waste – and thus also some purchasing decisions – to this day.

 

Of course, financial constraints also play a role. While sustainable products don't necessarily have to be more expensive , they still suffer from a reputation for being so. Since older generations, on average, have more disposable income, price sensitivity tends to be less of an issue.

 

Environmental protection or human rights? What exactly is sustainability?

 

An interesting difference between the generations emerges when it comes to concrete implementation. The Savanta study reveals that while Generation Z considers sustainability extremely important, they often see the responsibility for it as lying with companies and brands. The Boomer generation, on the other hand, is more inclined to practice sustainability themselves.

 

At the same time, the term is not always defined consistently. Among the Boomer generation, topics such as recycling or avoiding plastic waste are considered environmentally friendly. Among Gen Z, the focus sometimes shifts to sustainable production or even human rights—areas that individuals have little control over.

 

Often online, always demanding

 

And what does this mean for retailers? The association of sustainable products with young, engaged consumers remains valid. However, there is a risk of overlooking a highly interesting target group, namely the baby boomers. The study results offer some recommendations:

 

👉 The so-called baby boomers value ecologically sound products in sustainable packaging. Marketing for such products must therefore include this group or be tailored to them. This also includes online marketing and e-commerce: The older generations are more active and confident online than many people realize.

 

👉 People of this age place particular value on high quality and reliability. And they expect these qualities to be more than just claims, but also verifiable. Products that can do this will appeal to them, too.

 

👉 Greenwashing is especially dangerous for this generation. They've lived long enough to have experienced countless such lies, and they're tired of it. Maximum openness and detailed information are essential.

 

EccoClean: Environmental compatibility with proof

 

Hygiene products like EccoClean Wash Sticks not only meet the needs of young consumers, they also meet the expectations of their parents and grandparents.

 

🍀 The washing powder contains no additives such as fillers or anti-caking agents. Consumers therefore receive the pure active ingredient.

 

🍀 The paper sachets, each containing seven grams of washing powder, dissolve completely in water after just a few seconds. The cardboard packaging ends up in the recycling bin.

 

🍀 The packaging not only makes handling extremely easy (you simply place the sticks in the washing machine drum), but the sachets also prevent any skin contact, making EccoClean ideal for sensitive skin.

 

🍀 All EccoClean information is independently verified. Biodegradability, raw material origin, skin compatibility: EccoClean holds recognized certifications for all aspects of sustainability.

 

Is EccoClean also interesting for your product range? Let's talk about it – we look forward to hearing from you!