With nearly three-quarters of Gen Yers and 51% of Boomers willing to pay more for sustainable products, eco-friendly living is no longer a niche pursuit. Yet many people are downplaying their eco credentials with inconspicuous purchases. Why aren’t consumers keen to appear ‘green’?

As eco-friendliness becomes a must-have quality rather than a nice-to-have, American shoppers are increasingly expecting brands to practice sustainability at every level of their business. For these conscientious consumers, selling a range of green products is no longer enough.

Green energy still has an image problem. Research shows that people often need more than just a financial incentive to get them to unplug. Energy start-up Ohmconnect is nudging people into greener consumption habits by combining the power of social influence with monetary reward.

Gen Zers may use the web to share memes and post their meals, but their exposure to social media and 24/7 news means they’re also well aware of major global issues like climate change. In the first of a two-part report, we explore how sustainability has become a way of life for this cohort.