March 16, 2017

How Millennials Drive Business Toward Green Brands


 Superego is a "green brand" that was started back in 2010.  We ran a successful Kickstarter and were able to prove the demand that millennials have for sustainable brands.  Most of this demand stems from the fact that many millennials are socially and environmentally aware. Erik Neilson at Heal Estate described a few things that these Millennials demand from businesses nowadays.  Check it out below!


 There’s no getting around the fact that the number of sustainable brands in the United States and globally are on the rise. While countless factors have initiated the rise and necessity of green business, one of the biggest influences has been that of Millennials. Today, Millennials account for a large population of shoppers and household decision makers, and they have a stronger interest in getting what they want out of products and services than any generation. How are Millennials driving business toward green, sustainable brands?


Here are a few things Millennials demand from businesses:

1. Sustainability

If there’s one thing that Millennials want above all else from modern brands, it’s sustainability and green business practices. This can be in the form of materials utilized in products, approaches to labor practices, usage of resources, and everything in-between.The last thing an eco-conscious Millennial wants to do is support a company known for releasing products that aren’t sustainable, and this demand, alone, has influenced many industries to favor green business and brands.

2. Transparency

Perhaps just as important to Millennial consumers as sustainability in product design and materials, is transparency in business practices. Decades of questionable business practices across all industries, as well as a more socially connected world than ever before, has led to global consciousness, and Millennials find themselves up front and center of this awakening. They’re asking for honesty and integrity from companies they support, in terms business practices, profits and goals/ambitions. Many of today’s most successful green businesses pride themselves on maintaining transparency, which is based on a demand that will continue to expand yearly.


  1. Morality

Along the same lines as sustainability and transparency, Millennials seek to support companies that embody a strong moral compass. Morality in business can be slightly subjective, ranging from the organization’s customer base to the quality of their products and services. Millennials support businesses with clearly defined mission statements and a passion for creating social change—two things that only a few past generations have cared about. If a company’s business practices defy morality, its chances of succeeding in the modern business landscape—governed largely by Millennials—will be greatly reduced.

4. Innovation

It’s important to note that while transparency, morality and sustainability are all important factors for Millennials, so, too, is continued innovation. It’s become a highly populated consumer-driven marketplace. Millennials are only interested in companies that are reinventing the wheel with new technology to create benchmark products and services, and reducing the usage of environmental resources.


Sustainable brands represent the future of business both in America and the rest of the world, and the trend will continue in this direction. At Heal Estate, we’re building awareness about green, sustainable brands that are changing the world in positive ways. Our sustainable community continues to grow daily. We invite you to visit our website and join us today to become a part of our Green Evolution!