New generations are moving towards a new ideology when it comes to buying: consume better and more responsibly.

It is not just an issue that affects young people's pockets, but the fast-fashion industry of disposable food packaging, polluting toiletries, just to give a few examples. Brands need to revise their goals and purposes in order not to lose market and adapt to the changes.

Consumers increasingly want to know what they are buying in the smallest detail - a generation that is reading all the small print on the label and want to know even more. Preference is now given to honest and clear communication products: ingredients, how raw materials are bought or produced, how workers are treated, what policies are applied regarding waste, etc. Our generation is reevaluating habits because we already have enough information to conclude that materialism and excessive consumerism are bound to destroy us if not questioned and modified.

According to greenMe: "This cultural change can be seen at the recent UN climate conferences. The young people who spoke there have shown that their generation is against the consumer society that precedes it. They have opposed a pseudo-happiness that tries to support itself in the labor market competition for an income that allows them to buy consumer goods. The tone given by these young people was different: they aspire to a world that defends the various life forms on our planet. "

It is a matter of choice and responsibility.

Sources for information and access we already have. In addition to that we have the every day news and platforms such as Veond, that guides us and helps us in how to consume more consciously and intelligently.

We have the power in our hands. And this awareness reflects on the health of humans, animals and the environment.

Ethics is the trend

Veganism and Eco-friendly products are gaining popularity on physical and online shelves around the world. In developed countries the percentage of higher educated consumers already shows the decline in red meat consumption, for example. Products that do not promote animal testing are also being valued in the consumer's final choice.

It is very interesting to follow this trend, watching the evolution of the human being when consuming the basic products for survival. It is also very interesting to note that the new demands are being the same: ethics, responsibility, vision of integration with nature and sustainable development.

Article by Livre Para (Veond Sustainability Partners)