Living with care
Boomers drive the mass market for health and sustainability.
56% of eco-actives – shoppers that care and act when it comes to the environment – are 56 years and older.
Though they stay on course and do not let economic circumstances interfere with their green behavior, the main barrier to overcome is trust: eco-actives are very skeptical of retailers’ efforts and highly scrutinous about greenwashing. In contrast, 70% rate themselves highly regarding their own sustainability efforts, compared to 55% of shoppers under the age of 34.
Their environmental efforts focus on packaging, waste reduction, and the local origin of food, reflecting aging shoppers’ key environmental concerns: climate change, water pollution, and especially plastic waste. As a result, they are more likely to choose refills and avoid products wrapped in plastic. Aspects such as plant-based, carbon-neutral, and corporate social responsibility are less influential.
Boomers are less likely to cut meat altogether. Although ‘flexitarianism’ is catching on with this group, veganism and vegetarianism are less favored lifestyle choices. With meat replacers representing a significant change in behavior, Boomers are still uncertain: in the Netherlands, where meat replacers are most widely bought, the penetration of meat replacers reached a constant 74% among Gen Z in 2022 and 2024. For Boomers, penetration lags behind but increased from 55% to 58% over the same period.