Sustainability continues to grow as the "greenest generations" (Gen Z and Millennials) choose Non-GMO Project Verified with other labels. 

• Non-GMO Project verification is recognized across generations: Gen Z (75%), Millennials (80%), Gen X (66%) and Boomers (57%).¹ 
• Gen Z indexes highest for preferring products with the Butterfly. 71%² of Gen Z shoppers who recognize the certification mark are more likely to buy a Non-GMO Project Verified product.
• Three out of four³ shoppers are interested in sustainability labels such as regenerative, certified transitional organic and upcycled. In fact, Hartman’s recent Beyond Organic report says that 43%⁴ of all US shoppers are aware of upcycled as an attribute or idea. 

Sources:
1,2 Linkage Research 2023 
3,4 Beyond Organic 2024, 2024 Hartman Group, Inc.