Sustainability continues to grow as the “greenest generations” (Gen Z and Millennials) choose Non-GMO Project Verified with other labels.
- Non-GMO Project verification is recognized across generations: Gen Z (75%), Millennials (80%), Gen X (66%) and Boomers (57%).1
- Gen Z indexes highest for preferring products with the Butterfly. 71%2 of Gen Z shoppers who recognize the certification mark are more likely to buy a Non-GMO Project Verified product.
- Three out of four3 shoppers are interested in sustainability labels such as regenerative, certified transitional organic and upcycled. In fact, Hartman’s recent Beyond Organic report says that 43%4 of all US shoppers are aware of upcycled as an attribute or idea.
Sources:
1,2 Linkage Research 2023
3,4 Beyond Organic 2024, 2024 Hartman Group, Inc.
