Health and wellbeing | 11.08.2016

Why millennials are passionate drivers of the organic movement


The popularity of the organic movement has surged in recent years and studies are now showing it’s not Gen X or the Baby Boomers driving the trend, but the Millennials.

According to the US Census Bureau, Millennials (18 to 35 year-olds) have surpassed the Baby Boomers as America’s largest generation. They now number 75.4 million in the US and they are more definite than any other generation about what they will and won’t spend money on.

In Australia, they make up 20% of the population and research is now showing they are increasingly adapting their buying habits to suit their personal values. They are very loyal to the brands they trust, particularly when a company’s ethos aligns with their own, and are choosing smaller more ethical companies over corporate giants. 

Millennials are spearheading the organics movement by voting with their wallets

Interestingly, they've been quick to cotton on to the idea that they can vote with their wallets. Perhaps its a reaction to the helplessness they've felt with previous generations disrespecting our beautiful planet. Maybe they can't force our governments to agree to carbon caps, but they can avoid spending money with companies who pollute or operate in unethical and unsustainable ways.

We know Millennials are digital natives who are the most tech-savvy generation ever and who love their smartphones and tablets more than life itself – it’s no surprise they are ahead of the curve when it comes to online shopping.

But only recently are studies showing they are also driving the huge growth in all things organic. Millennials don’t bat an eyelid at shelling out their hard-earned cash for anything organic – food, wine, clothing, gardening products and skincare.

According to a Gallup poll conducted in 2015, 45% of Americans actively seek out organic foods to include in their diets, but whereas only 33% of Americans age 65 and older actively try to include organic foods in their diets, 53% of Americans ages 18 to 29 do so. So more than half of American millennials are into organic food, which is brilliant.

Millennials define ‘healthy’ differently to other generations, too. They care less about calories and more about freshness and food that’s not processed or high in artificial ingredients. They also prefer food companies and restaurants with good social ethics, and that goes hand-in-hand with the organics movement.

While we've been hand-making our organic skincare products since 2000, we've really noticed the younger generation becoming passionate Mukti Organics fans over the past five years or so.

The organic movement has become an entire industry that experienced double digit growth for the past few years (estimated worth at $1.72 billion in 2014 and forecasted worth at $2.14 billion in 2016).It has become a hugely popular lifestyle choice among many Millennials who want to live life the most sustainable way, with minimal impact on the environment and limited exposure to potentially harmful chemicals.

They're environmentally and socially conscious than older generations and demand sustainability from companies they purchase goods and services from. They've grown up under the ever-present threat of climate change, warnings about deforestation and increasing rates of illnesses like cancer and autoimmune disease, which are increasingly being linked to toxic chemicals in the products we use regularly. That's partly why Millennials are extremely conscious of environmental, health and social justice issues and prefer to buy ethical products to benefit both their own health and the health of the planet.

Millennials are also adamant they don’t want to purchase cosmetics created through the suffering of animals and are firmly against animal testing. It's their purchasing power that has been driving some of the major cosmetics companies to phase out animal testing. Millennials know science has testing methods that are advanced enough to make animal testing obsolete, they just want the companies to catch up. We've never tested on animals and many of our Millennial clients love us for that. We know because they tell us :)

Millennials are also very conscious of chemicals and go out of their way to avoid or minimise harmful chemicals like sulfates and parabens in their cosmetics and skincare products. Studies have also found Millennials are the most likely generation to spend more money on all-natural beauty products in the next two years.

Which 5 Mukti Organics products do Millennials love the most?

1. Tinted Moisturiser with Sunscreen - for those who want chemical free UV protection

2. Antioxidant Facial Oil - all time favourite for simple hydration and skin maintenance suitable for all skin types

3. Cacao Butter & Vanilla Lip Butter - keeps lips luscious and hydrated and protected

4. Hydrating Moisturiser - perfect for skin that is normal to dry

5. Balancing Foaming Cleanser - cleanses and balances the skin without depleting natural oils

sound like you? Share your comments with us below and you'll go into our bi-monthly prize draw.


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