The Mature Generations And Sustainability: A Hidden Force?

The Mature Generations And Sustainability: A Hidden Force?

April 2025, By Katie Brown

For years, sustainability has been the domain of Gen Z, with their metal straws, oat milk, and ability to call out corporations on TikTok in under 30 seconds. Meanwhile, the assumption has been that older generations are just bumbling around, still figuring out how to switch their TV from HDMI1 to HDMI2. But is that really fair? Are the mature generations truly disengaged from sustainability, or do they just have a different way of showing it?

A DIFFERENT APPROACH TO SUSTAINABILITY

Let’s be honest, sustainability isn’t new. The mature generations were upcycling before it had a fancy name. They called it “hand-me-downs.” They didn’t do fast fashion; they did “wear it until it falls apart.” And forget the current obsession with zero-waste shopping— The mature generations had the original refillable milk bottles and Tupperware that’s been around since the ‘70s (I still vividly remember my mum throwing Tupperware parties—a sea of women, yellow lids everywhere, and a questionable amount of Liebfraumilch flowing).

However, rather than shouting about sustainability on social media, the mature generations have built it into their everyday lives. Growing their own food? Check. Refusing to throw anything away because “it might come in handy one day”? Absolutely. They may not be marching in climate protests, but they’re quietly living a lifestyle that’s arguably more sustainable than many of today’s eco-conscious trends.

THE POWER OF THE OLDER CONSUMER

Here’s where things get interesting. While younger generations get most of the attention when it comes to sustainability, the real spending power lies with The mature generations. And where they put their money matters. Brands that dismiss them in favour of trendier demographics could be missing out on a major opportunity.

The mature generations aren’t necessarily swayed by the latest eco-trend, but they do value quality, practicality, and products that last. The key to winning them over? Show them how sustainability fits into their lives in a meaningful way—without the guilt trip.

CHALLENGES AND OPPORTUNITIES

Of course, it’s not all plain sailing. The mature generations are sceptical of big corporations, and they’re not easily won over by slick marketing. They’ve seen it all before—remember when margarine was meant to be healthier than butter? Exactly.

Some key frustrations include:

• Feeling irritated when others don’t make an effort (looking at you, person who still doesn’t recycle!).
• Being baffled by TV shows making sustainability look effortless (sure, I’d love to compost, but where exactly do I put the bin in my tiny kitchen?).
• Spotting contradictions—like flying in “sustainable” avocados from across the world or eating out-of-season produce wrapped in plastic.

But this presents a huge opportunity. The mature generations want to know their actions matter, and they appreciate practical solutions. Brands that focus on tangible impact, local initiatives, and genuinely useful products will find a willing audience.

LOOKING AHEAD: THE MATURE GENERATIONS AND THE FUTURE OF SUSTAINABILITY

Older consumers are far from disengaged; they’re just doing sustainability their way. And as their influence grows, their purchasing decisions will shape the market more than ever. They may not be flaunting their latest eco-swap on social media, but they’re making choices that count.

Our latest SDSS (Say Do Sustainability Study) highlights the evolving role of The mature generations in the sustainability movement, revealing how their values, habits, and purchasing power are shaping the future of conscious consumerism. Their approach may be different, but their impact is undeniable.

The key to engaging The mature generations? Make sustainability relatable, practical, and useful. Less virtue-signalling, more common sense. Less preaching, more demonstrating how it fits seamlessly into their lives. Do that, and you’ll unlock one of the most powerful consumer groups out there.

And let’s be honest—if they can figure out how to work Netflix, they can figure out how to be sustainable too!

HOW MM-EYE CAN HELP

At MM-Eye, we specialise in helping brands connect with key consumer groups—including The mature generations—through meaningful insights and actionable strategies. Whether you’re looking to tailor your sustainability messaging, refine your product offerings, or better understand this influential demographic, our research can help you navigate the landscape with confidence. Get in touch to find out how we can support your brand’s journey towards sustainable success – Contact us today at info@mm-eye.com or use the form below to book a consultation.