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Survey: Gen X, Boomers make sustainable choices

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Older consumer
Across generations, Boomers consider the environmental impact of their activities most frequently, with 45% thinking about it daily.

Concern about sustainability isn’t just for the younger generations.

A new survey from shopping rewards app Shopkick found the majority of Gen Xers (78%) and Boomers (81%) are worried about the future of the planet, however, they are optimistic about the possibility of addressing climate change and environmental damage in the future (81% and 75% respectively).

Nearly four-in-10 (39%) of Gen Xers (aged 41-56) and 41% of Baby Boomers (aged 57-75) have actively implemented lifestyle changes in the past year to reduce their environmental footprint. Despite inflation and economic challenges, Gen Xers (36%) and Boomers (42%) do not feel that these kinds of external factors have impacted their ability to make sustainable choices.

Echoing a recent survey from Radial, 40% of Gen X and 38% of Boomers would be willing to pay more for products that are sustainably sourced and packaged. When asked about the role of sustainability in their daily lives, 33% of Gen Xers and 44% of Boomers say it is very important to them. Across generations, Boomers consider the environmental impact of their activities most frequently, with 45% thinking about it daily.

"It's clear that Generation X and Baby Boomers are concerned about the environment and want to do their part in taking action, even if that means paying more despite economic challenges,” said Brittany Billings, executive VP of global marketing at Trax, Shopkick's parent company. “Brands should prioritize sustainability in their offerings for all consumers, making eco-friendly products more accessible and affordable. By aligning with the values of these generations, brands can not only drive positive environmental change but also foster deeper connections with their shoppers."

Other findings from the Shopkick survey include the following:

  • 39% of Gen Xers and 40% of Boomers actively seek out eco-friendly products. When it comes to discovering eco-friendly products, Boomers learn about them via traditional TV advertising (45%), whereas Gen Xers rely more on social media (42%). 
  • Unlike the majority of consumers across generations (61%) who prioritize convenience over sustainability, 48% of Boomers prioritize sustainability over convenience when making purchasing decisions.
  • Both generations share concerns about plastic waste (39% of Gen Xers, 41% of Boomers) and home energy consumption, with 39% of Gen Xers and 41% of Boomers taking steps to minimize their energy usage.
  •  When asked who should be accountable for taking action to protect the environment, 39% of Gen Xers and 42% of Boomers believe that it’s businesses and corporations' responsibility, and 40% of Gen Xers and 41% of Boomers believe individuals should be accountable for environmental protection. 

Shopkick surveyed more than 9,900 Gen X and Baby Boomers across the country from March 25 - April 2, to understand their environmental consciousness.

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