Most Gen Zers and millennials put their money behind their ethics, a groundswell of activism of which convenience-store retailers should take note—particularly in foodservice, where quality and standards are front and center.
A new survey of 2,000 U.S. young adults commissioned by Tom’s of Maine and conducted by OnePoll reveals that most in these two generations—80%—“prefer to buy from ethical brands that truly care about people and the planet,” the survey said. They feel brands must be held to a higher standard, with eight in 10 likely to base purchases on a brand’s mission or purpose.
A quarter of those surveyed said the quality of products was the most important aspect to consider before buying something. Seventy-eight percent said they would exceed their budget to buy products they love, with food, at 43%, the third most appealing type of purchase after clothing (51%) and clothing accessories (46%), according to the survey. Self-care (41%) placed fourth.
Examples of what a few convenience-store chains have been rolling out to appeal to those seeking better-for-you offerings are:
- At Alltown Fresh, the convenience market of Global Partners LP, Waltham, Massachusetts, a made-to-order cafe features fresh food and beverages. Items target organic, natural, gluten-free, vegan, vegetarian and locally sourced trends.
- Des Moines, Iowa-based Kum & Go has a new food program featuring stackers and bowls for all dayparts. The offerings include premium ingredients and fresh toppings and sauces. Spinach bowl bases and brown rice are among the new ingredients.
- Earlier this year, Dash In, owned by La Plata, Maryland-based Wills Group, debuted a fresh menu and format at its Chantilly, Virginia, location, the first of its third-generation c-stores. Dash In is using this location for the format’s trial run, which includes fresher offerings such as main course salads like the Southwest Steak and Crispy Chicken Cobb, and Kitchen Bowls such as La Cocina and Veggie Power.
Rollouts such as this play to the survey statistics that 85% would rather spend money on something expensive but of higher quality than the opposite (cheap and of lower quality)—and that 60% frequently examine a product’s label and ingredients list prior to buying.
Elsewhere in the findings:
- When shopping, 51% actively seek out eco-friendly brands while 49% look for naturally sourced ingredients and 44% for a strong social media presence.
- 78% think it’s important to buy products that are organic, natural and environmentally conscious.
- 82% try to buy products that use only naturally sourced or naturally derived ingredients.
Moving beyond products, the percentage of Gen Zers and millennials likely to boycott brands:
- 74% for crossing an ethical line and going against their personal values:
- 61% for mistreating or underpaying employees.
- 59% for using or mistreating animals for production and testing.
- 58% for being considered “corrupt.”
- 51% for being associated with racism/non-inclusiveness.
“Now more than ever, consumers are looking to buy from brands that are not just talking about change, but creating it,” said Mallory Strange, associate brand manager for Tom’s of Maine, Kennebunk, Maine. “These insights show that millennials and Gen Z shoppers are increasingly intentional with their purchase decisions, making transparency, sustainable practices and community engagement critical to attracting customers and creating a brighter future for all people.”
The top five qualities Gen Z and millennials want from brands:
- 51%: Eco-friendly
- 49%: Use naturally sourced or derived ingredients
- 44%: Have a strong social media presence
- 44%: Are irritant-free and abrasive-free
- 27%: Are made with my body type in mind
This random double-opt-in survey of 2,000 Americans, aged 18 to 26 and 27 to 42, was commissioned by Tom’s of Maine between June 28 and July 7, 2023. It was conducted by market research company OnePoll, New York, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).