I am reading a book “The Trophy Kids Grow Up” by Ron Alsop, and while the book focuses primarily one how the millennial generation is impacting the work place, it provides an interesting profile of this generation’s behavioral patterns.  These traits include a sense of entitlement, feeling optimistic, keeping close parental ties and being civic minded.  Millennials focus on being civic minded got me thinking, “how environmentally conscious is this consumer group?”   

 Millennials are defined as anyone born between the years of 1977–1996, and are quickly becoming the largest age group in the United States. Expectations are they will become the majority population in 2011 (54% of the population) replacing the Baby Boomer generation. 

 Other traits of the millennial generation include being spontaneous and the desire for instant gratification.  Though this group has been educated on the need to protect the environment, a strong portion of their vary nature goes against that grain.  The top two GreenAware segments tend to be older with higher incomes and educations.  They have traditional and liberal values.  They have the wherewithal and desire to purchase potentially higher-priced products knowing they are conserving the planet.

 All is not lost for the millennial generation.  The internet, instant messaging, iPods and cell phones have made this consumer group extremely reliant on online methods for communicating.  Because they desire instant gratification, they’re not willing to wait for information or to communicate to someone.  This behavior has lead companies to implement technology according to their desires which has lead to a more paper-less society. 

 So is it fact or fiction that the millennials are a group of green consumers?  I say both.  There is still a lot of work to do to make it easier and more cost effective for them to purchase green products and to reduce and reuse.  However, they are the leaders in making the older generations adapt to new behaviors.  As this group of consumers age and become the majority of the U.S. population, green marketers have to focus on their behaviors and meet their demands, if they want to capture this market.