Sustainability means different things to different people. For some, it’s all about minimizing emissions or reducing the carbon footprint. For others, it’s strengthening local economies and communities. Still others emphasize organic or natural ingredients. But whatever the definition, sustainability is no longer a “bonus” for any food manufacturer. It’s a mandate, and a mandate that’s coming directly from consumers.
According to Nielsen’s “Global Corporate Sustainability Report,” up-and-coming consumers—namely, Millennials and Generation Z—are the most willing to pay extra for goods they perceive to be sustainable; almost three-quarters of these respondents said so. But they’re not alone. About half of Baby Boomers also said they’d pay more for sustainable products, up 7 percentage points from the previous year.