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Survey: Millennials lead in ‘green’ purchasing

BY Dan Berthiaume

Philadelphia – Millennials are emerging as some of the most committed purchasers of sustainable products and services. According to a survey of 2,051 adult consumers commissioned by hygiene product manufacturer SCA, Millennials age 18-34 who purchase green products/services are significantly more likely (27%) to have increased the number of green products and services they buy compared to adults ages 35-44 (18%) and adults ages 45-plus (15%).

According to the survey, 75% of American adults reported purchasing green products/services. This represents a slight decrease in purchasing from 2013, when 78% of Americans reported green purchases. Though the overall percentage of individuals making green purchases has decreased slightly, Millennials were consistent year-over-year. Notably, Millennials, age 18-34,who purchase green products/services are significantly more likely (27%) to have increased the number of green products and services they buy compared to adults ages 35-44 (18%) and adults ages 45-plus (15%).

Forty percent of adults are willing to pay more for products if ethical and responsible manufacturing practices are guaranteed. Millennial adults aged 18-34 are significantly more likely (56%) to pay more than older consumers aged 35+ (34%).

In addition, when asked about their opinion of "green" products and services, 41% of American adults say that it is really just getting started, whereas only 11% believe green is just a fad and will go away at some point. And among those who purchase green products/services and have a child under 18 years old in the household, 15% of reported a reduction in green purchasing.

"The results of this year’s survey were surprising in a number of ways," said Mike Kapalko, sustainability marketing manager for SCA’s North American away-from-home professional hygiene business. "In the past, we’ve seen macro trends capturing an overall increase in green purchasing and behavior. However this year, the data tells a more nuanced story. Millennials continue to emerge as core supporters of green products and services, and they are willing to pay more to buy green. This finding is particularly important for businesses when you look at how consumer purchasing is set to shift in the coming years."

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Staples upgrades European omnichannel experience

BY Dan Berthiaume

Amsterdam, Netherlands – Staples Europe recently launched a number of improvements to its omnichannel shopping experience, including an upgrade to the look and feel of its key websites in Europe, including Spain, Netherlands, Germany, France, Italy and U.K. The refreshed user experience includes a new homepage, header and footer, along with horizontal masthead navigation, allowing customers to browse by different categories.

The sites also include added features to make omnichannel shopping easier, with storefronts optimized for mobile commerce and an option to order products online and have them shipped to a Staples store. In addition, the websites provide a more personalized experience, with products and promotions that are more relevant to Staples customers, and a more streamlined check-out process.

This is the second major improvement to Staples’ European websites in the last six months. Earlier improvements included a more personalized way to shop, an updated search engine and easy reordering tools for frequently used products.

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Denny’s launches Spanish-language Facebook page

BY Dan Berthiaume

Spartanburg, S.C. – Denny’s Corp. has launched its new Spanish-language Facebook page, Denny’s Latino. As part of the brand’s integrated communications efforts to connect with customers at different touch-points, the Denny’s Latino page includes original and curated content designed to actively engage with online Latinos, and promote ongoing dialogue with this audience.

Through regular updates, Denny’s will inform customers about new menu items, as well as incentive promotions and exclusive offers found only on Denny’s Latino. More than one in five of Denny’s customers are Latino, and Denny’s also offers Spanish-language menus.

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