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. Almost a quarter (22%) of all Brits feel healthier and happier when they choose sustainable options.
Over 40% 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.
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.
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.
Niamh Noone, Soil Association Certification’s senior organic advisor, 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.”