During Organic September, new research has revealed that younger generations are embracing organic living as a meaningful commitment to their health, communities and happiness.

The research from Soil Association Certification shows nearly half of 25–34-year-olds (43%) feel happier when buying organic, as they are making a difference for the environment. Almost a quarter (22%) of all Brits also feel healthier and happier when they choose sustainable options.

The survey of over 2,000 UK adults found that younger generations, particularly those aged 18-34, are leading the charge in making planet-friendly purchase decisions. More than 20% of 25-34-year-olds consider factors like sustainability, reduced packaging and health benefits as essential, rather than optional extras or ‘nice-to-haves,’ compared to just 9% of those aged 65 and older.

Shopping for a better planet: trust and accessibility matter

For younger consumers, choosing organic is not just a personal health decision – it’s a way to actively support the planet. More than one in three (37%) of 35-44-year-olds are motivated by a desire to make choices that are “better for the planet,” with women slightly more likely than men to select products with a positive environmental impact.

Commenting is Soil Association Certification’s Senior Organic Advisor, Niamh Noone. “As we celebrate Organic September, we’re reminded that even small changes can make a big difference. It’s brilliant to see a growing commitment among younger generations to choose organic, for both their health and the planet. Organic choices are playing an increasingly important part in helping people live healthier, more sustainable lives.”

With 90% of Brits believing that small changes can make a significant difference, Soil Association Certification is encouraging consumers to consider their daily choices this Organic September.