Organic September: Gen Z And Millennials Choose To Love Organic

Despite the cost-of-living crisis, younger Brits prioritise organic living for their health and happiness   

As Organic September begins, new research has revealed that younger generations are embracing organic living as a meaningful commitment to their health, their communities, and their happiness.  

Choosing sustainable products is not just seen as good for the planet; it's also having a positive impact on their health and wellbeing for Gen Z and Millennials.  

The research from Soil Association Certification  reveals that nearly half of 25–34-year-olds (43%) feel happier when buying organic as they are making a difference for the environment. And almost a quarter (22%) of all Brits feel healthier and happier when they choose sustainable options. 

Despite the cost-of-living crisis and spiralling food bills, shoppers are increasingly demanding healthy and sustainable choices. According to a You Gov poll on 5th August 2024, 41% of adults say that environmental sustainability affects the decisions they make around food a fair amount. The study shows that many young Brits view organic choices as essential, non-negotiable parts of their daily lives. 

Organic living a necessity, not a luxury 

The survey of over 2,000 UK adults found that younger generations, particularly those aged 18-34, are leading the charge in making planet-friendly purchase decisions. More than 20% of 25-34-year-olds consider factors like sustainability, reduced packaging, and health benefits as essential, rather than optional extras or 'nice-to-haves,' compared to just 9% of those aged 65 and older. 

Shopping for a better planet: trust and accessibility matter 

For younger consumers, choosing organic is not just a personal health decision – it’s a way to actively support the planet. More than one in three (37%) of 35-44-year-olds are motivated by a desire to make choices that are "better for the planet," with women slightly more likely than men to select products with a positive environmental impact.  

Soil Association Certification’s Senior Organic Advisor, Niamh Noone, said: “As we celebrate Organic September, we're reminded that even small changes can make a big difference. It’s brilliant to see a growing commitment among younger generations to choose organic, for both their health and the planet. Organic choices are playing an increasingly important part in helping people live healthier, more sustainable lives.” 

With 90% of Brits believing that small changes can make a significant difference, Soil Association Certification is encouraging consumers to consider their daily choices this Organic September. Whether it's switching to organic milk, buying seasonal produce, or supporting local organic farmers and producers, making a conscious choice to swap one or two shopping items to organic is an easy way to contribute to a healthier planet and a more sustainable future – and one that feels great, too. 

To find out more about Organic September, visit www.soilassociation.org/organicseptember