Data Points: Data Points: In Search of Sustainable Labels

According to a recent U.S. study by Asia Pulp and Paper (APP), one of the world’s largest paper companies, American consumers want to see sustainability info on product labels across a host of industries (see chart).

Millennials Matter

While the aggregate demand is relatively high, it becomes more interesting when examined on a generational basis. Why is that important? Because according to the Pew Research Center, baby boomers, which presently account for some 74.9 million U.S. consumers, are about to be surpassed by 75.3 million millennials, who are presently 18 to 34 years old. And those millennials can be particularly attuned to environmental issues. By comparison, the Gen X crowd, which spans 35 to 54 years old in 2015, won’t outnumber boomers until 2028.