If you’re a business looking to connect with the next generation of consumers, one thing is clear: eco-friendliness is no longer optional—it’s essential. Gen Z (born after 1997) and Millennials (born between 1981–1996) are not only driving the demand for sustainable products but also reshaping entire industries through their preferences.
From packaging to fashion to everyday lifestyle choices, younger consumers expect brands to demonstrate a commitment to the planet. And the data is undeniable. Here are five powerful statistics that prove Gen Z and Millennials love everything eco-friendly—and why your brand should pay attention.
1. 62% Prefer Sustainable Brands & 73% Are Willing to Pay More
A global survey shows that 62% of Gen Z shoppers prefer buying from sustainable brands, and 73% are willing to pay more for eco-friendly products. This is a game-changer for businesses still considering whether sustainability is worth the investment.
👉 What it means for brands: Younger buyers are value-driven. They choose eco-friendly products even if they cost more, rewarding brands that align with their values.
How Jutify helps: Our reusable, customizable jute and cotton bags are sustainable, stylish, and eco-responsible—exactly what younger consumers demand.
2. 76% of Gen Z & 73% of Millennials Prioritize Sustainability When Shopping
A 2024 study found that 76% of Gen Z and 73% of Millennials actively prioritize sustainability in their purchase decisions. For these generations, sustainability isn’t a “nice-to-have”—it’s a must-have.
👉 What it means for brands: Whether it’s product design, materials, or supply chains, eco-consciousness is now central to consumer trust.
How Jutify helps: With a fully integrated production process—from fibre to stitch—we ensure our jute and cotton bags remain eco-friendly at every step.
3. Nearly Half Will Pay More for Eco-Friendly Packaging
49% of Gen Z and 47% of Millennials are willing to spend extra for eco-friendly packaging. Packaging is often the first touchpoint between a brand and its customer, and younger generations want it to reflect their values.
👉 What it means for brands: Switching to sustainable packaging isn’t just about reducing plastic—it’s about proving your brand cares about people and the planet.
How Jutify helps: Our bags double as eco-friendly packaging and long-lasting promotional tools. They’re not just bags—they’re a sustainable brand statement.
4. 84–85% Say Sustainability Considerations Are Important
Surveys reveal that 85% of Gen Z and 84% of Millennials consider sustainability important when shopping. This near-universal agreement shows how environmental consciousness is woven into their lifestyles.
👉 What it means for brands: Failing to embrace sustainability could alienate a massive share of your target market.
How Jutify helps: By adopting our eco-friendly products, businesses earn trust and loyalty from the world’s most eco-conscious generations.
5. In India, 86% of Gen Z Value Brands That Showcase Environmental Impact
According to the ET–Snapchat Gen Z Index, 86% of Indian Gen Z consumers value brands that clearly communicate their environmental impact—higher than the global average of 79%.
👉 What it means for brands: Especially in fast-growing markets like India, sustainability communication isn’t just an advantage—it’s expected.
How Jutify helps: As a Kolkata-based manufacturer with global reach, we combine local responsibility with worldwide delivery—making your sustainability story authentic and scalable.
Why These Trends Matter for Businesses
The data proves that Gen Z and Millennials are setting the tone for global consumption. For businesses, this translates into three key opportunities:
- Build trust & loyalty: Younger customers stay loyal to brands that align with their eco-values.
- Justify premium pricing: With consumers willing to pay more, eco-friendly solutions can be both impactful and profitable.
- Stand out in competitive markets: Sustainability is now a powerful differentiator.
For industries like retail, packaging, hospitality, and events, switching to eco-friendly options like jute and cotton bags isn’t a cost—it’s a smart investment in brand relevance.
Jutify: Helping Brands Connect with Eco-Conscious Generations
At Jutify, sustainability isn’t a trend—it’s our foundation. We are part of one of India’s largest jute conglomerates, producing over 500 metric tons of eco-friendly jute and cotton products daily with the support of 18,000+ skilled artisans.
Our customizable bags help businesses:
- Replace single-use packaging with reusable solutions.
- Add brand value by aligning with eco-conscious consumer trends.
- Showcase authentic sustainability practices to global customers.
When your business chooses Jutify, you’re not only reducing plastic waste—you’re positioning your brand as a sustainability leader.
Conclusion
Gen Z and Millennials have spoken, and the message is clear: eco-friendly is the future. With most young consumers actively prioritizing sustainability and willing to pay more for it, brands that embrace eco-conscious practices today will be the ones that thrive tomorrow.
At Jutify, we help businesses turn sustainability into a brand advantage. From bulk orders to custom-designed jute and cotton bags, we make your packaging greener and your brand more future-ready.
👉 Ready to connect with the eco-conscious generation? Explore Jutify’s range of sustainable jute and cotton bags and make your brand part of the green revolution.
Jutify – Eco-Friendly Bags for Every Brand, Everywhere. 🌍