Soil Association study indicates Gen Z and millennials are demanding healthier and more sustainable food
New research from The Soil Association has suggested that younger Brits are prioritising organic living for their health and happiness.
According to a survey from the organic charity, despite the cost-of-living crisis and spiralling food bills, Gen Z and millennials are increasingly demanding healthy and sustainable choices.
The survey revealed that nearly half of 25–34-year-olds (43 per cent) feel happier when buying organic items, as they believe they are making a difference for the environment.
Additionally, almost a quarter (22 per cent) of Brits surveyed feel healthier and happier when they choose sustainable options.
As a result, the questionnaire of over 2,000 UK adults found that younger generations, particularly those aged 18-34, are leading the charge in making planet-friendly purchasing decisions.
Furthermore, a You Gov poll on 5 August 2024 found that 41 per cent of adults say that environmental sustainability impacts the decisions they make around food.
More than 20 per cent of 25-34-year-olds consider factors like sustainability, reduced packaging, and health benefits as essential, rather than optional extras or ‘nice-to-haves,’ compared to just 9 per cent of those aged 65 and older.
During Organic September, Soil Association Certification is encouraging consumers to consider their daily choices, such as switching to organic milk, buying seasonal produce, or supporting local organic farmers and producers.
Soil Association Certification’s senior organic advisor, Niamh Noone, said: “As we celebrate Organic September, we’re reminded that even small changes can make a big difference.
“It’s brilliant to see a growing commitment among younger generations to choose organic, for both their health and the planet. Organic choices are playing an increasingly important part in helping people live healthier, more sustainable lives.”
