Each generation is different from the ones before it and the ones that come after it. Several of the key characteristics of today’s largest generational cohorts help illustrate this point. For example, Baby Boomers are known to be committed and self-sufficient, Gen Xers are considered resourceful and logical, Gen Y (Millennials) are thought to be confident and curious, and Gen Zers are regarded as ambitious and digital natives. Beyond these differing characteristics, generational differences are also evident in product packaging preferences and needs.
For millennials, born between 1981 and 1995, and Gen Z, born between 1996 and 2009, the sustainability of products and product packaging are major factors in purchasing decisions. These two generations expect brands to use environmentally friendly packaging that incorporates more recycled content and contributes to a circular economy.
Companies aiming to appeal to these generations should ensure their packaging conserves natural resources, reduces waste and curbs carbon emissions. Brands that hit the mark in reducing the environmental impact of product packaging will capture share of wallet among Millennials and Gen Zers who represent a little over 42% of the U.S. population. These two cohorts are even willing to pay a premium for sustainably packaged products. A report by Capgemini found that 64% of Gen Z and 54% of Millennials are willing and have paid more for groceries in sustainable packaging. This compares with 39% of Gen X and 30% of Baby Boomers.
While sustainably packaged products are important to people across generations, aging Baby Boomers are increasingly looking for accessible packaging. Born between 1946 and 1964, this generation numbers an estimated 73 million. Currently ranging in age from 58 to 76, by 2030 all boomers will be 65 and older. As this generation ages, conditions like weakness in the hands, arthritis and reduced arm strength make accessible packaging a key consideration in product purchasing decisions.
Boomers will vote with their wallets in favor of products that support inclusivity, independence and well-being. Brands with inaccessible packaging that causes physical pain, discomfort, stress and frustration can expect to lose a hefty amount of market share among this ageing demographic – the nation’s second largest in population.
The EEASY Lid is a packaging solution with mass appeal. The EEASY Lid, made of 100% recyclable aluminum, is sustainable and circular, which aligns with the shopping habits of Millennials and Gen Z. The EEASY Lid is also inclusive and accessible. Everyone from younger consumers to older consumers will find jar lids easier to open with our innovative jar lid. The EEASY Lid checks all the boxes when it comes to meeting the packaging preferences and needs across generations.