Consumer packaged goods consumers willing to pay more for eco-friendly or sustainable products in the United States between May 2020 and August 2021, by generation
Characteristic
May 2020
August 2020
August 2021
Total
29%
37%
38%
Gen Z
35%
47%
44%
Millennials
44%
51%
55%
Gen X
26%
35%
41%
Boomers
18%
21%
18%
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* 14,350 people in the United States had been surveyed across seven waves between May 5, 2020, and August 11, 2021. There were approximately 2,000 survey respondents per wave.
For May 2020, actions taken since the beginning of the pandemic had been analyzed.
For August 2020 to 2021, actions taken in the past four weeks were analyzed.
Citation formats
Willingness to pay a premium for sustainable CPG brands in the U.S. 2020-2021, by age
Between May 2020 and August 2021, the percentage of consumer packaged goods (CPG) shoppers willing to pay more for eco-friendly and/or sustainable products had increased by nearly 10 percent in the United States. Especially millennials and Generation X consumers were more willing to pay a premium for sustainable items than before.
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Meta Platforms, & Facebook. (January 27, 2022). Consumer packaged goods consumers willing to pay more for eco-friendly or sustainable products in the United States between May 2020 and August 2021, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1331648/paying-premium-for-sustainable-cpg-brands-usa-generation/
Meta Platforms, und Facebook. "Consumer packaged goods consumers willing to pay more for eco-friendly or sustainable products in the United States between May 2020 and August 2021, by generation." Chart. January 27, 2022. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1331648/paying-premium-for-sustainable-cpg-brands-usa-generation/
Meta Platforms, Facebook. (2022). Consumer packaged goods consumers willing to pay more for eco-friendly or sustainable products in the United States between May 2020 and August 2021, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1331648/paying-premium-for-sustainable-cpg-brands-usa-generation/
Meta Platforms, and Facebook. "Consumer Packaged Goods Consumers Willing to Pay More for Eco-friendly or Sustainable Products in The United States between May 2020 and August 2021, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 27 Jan 2022, /statistics/1331648/paying-premium-for-sustainable-cpg-brands-usa-generation/
Meta Platforms & Facebook, Consumer packaged goods consumers willing to pay more for eco-friendly or sustainable products in the United States between May 2020 and August 2021, by generation ÌÇÐÄÆƽâ°æ, /statistics/1331648/paying-premium-for-sustainable-cpg-brands-usa-generation/ (last visited July 27, 2026)
Consumer packaged goods consumers willing to pay more for eco-friendly or sustainable products in the United States between May 2020 and August 2021, by generation [Graph], Meta Platforms, & Facebook, January 27, 2022. [Online]. Available: /statistics/1331648/paying-premium-for-sustainable-cpg-brands-usa-generation/
