Gen Z and millennials choose to love organic
Despite the cost-of-living crisis, younger Brits prioritise organic living for their health and happiness
As Organic September begins, new research has revealed that younger generations are embracing organic living. They see it as a meaningful commitment to their health, their communities and their happiness.
Choosing sustainable products is not just seen as good for the planet. It's also having a positive impact on their health and wellbeing for Gen Z and Millennials.
The research from Soil Association Certification, reveals that nearly half of 25–34-year-olds (43 percent) feel happier when buying organic as they are making a difference for the environment. And almost a quarter (22 percent) of all Brits feel healthier and happier when they choose sustainable options.
Despite the cost-of-living crisis and spiralling food bills, shoppers are increasingly demanding healthy and sustainable choices. According to a You Gov poll on 5th August 2024, 41 percent of adults say that environmental sustainability affects the decisions they make around food a fair amount. The study shows that many young Brits view organic choices as essential, non-negotiable parts of their daily lives.
Organic living a necessity, not a luxury
The survey of over 2,000 UK adults found that younger generations, particularly those aged 18-34, are leading the change in making planet-friendly purchase decisions. More than 20 percent of 25-34-year-olds consider factors like sustainability, reduced packaging, and health benefits as essential, rather than optional extras or 'nice-to-haves.' This compares to just 9 percent of those aged 65 and older.
Shopping for a better planet: trust and accessibility matter
For younger consumers, choosing organic is not just a personal health decision. It’s a way to actively support the planet. More than one in three (37 percent) of 35-44-year-olds are motivated by a desire to make choices that are better for the planet. Women are slightly more likely than men to select products with a positive environmental impact.
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.”
With 90 percent of Brits believing that small changes can make a significant difference, Soil Association Certification is encouraging consumers to consider their daily choices this Organic September. Whether that's switching to organic milk, buying seasonal produce or supporting local organic farmers and producers. Making a conscious choice to swap one or two shopping items to organic is an easy way to contribute to a healthier planet and a more sustainable future – and one that feels great, too.