Different Purchasing Trends for Social Products Among Younger and Older Generations
The Association for the Promotion of Social Products (APSP) and SoooooS. Company jointly announced the results of their "Survey on Consumers' Social Awareness and Behavior." The survey revealed differing purchasing trends for social products between younger and older generations.
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- 📰 Published: May 7, 2026 at 22:00
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The Association for the Promotion of Social Products (APSP, located in Chuo-ku, Tokyo, Chairman: Yasuhiro Eguchi) and SoooooS. Company (located in Chuo-ku, Tokyo, Representative Director: Yuka Kimura) jointly released the results of their "Survey on Consumers' Social Awareness and Behavior," which has been ongoing since 2012 and is now in its 15th iteration.
**[Key Findings of the Survey]**
(1) Over 30% of consumers purchase social products, and over 50% intend to purchase them.
(2) Younger generations view social products as "experiential consumption," while older generations view them as "material consumption."
(3) Younger generations purchase social products out of a "sense of responsibility towards consumption," while older generations purchase them as a "small contribution."
(4) Younger generations are motivated to purchase social products by initiatives that are "highly relevant and participatory" to people and the planet, while older generations are motivated by minimal initiatives that "do not affect product prices."
**[What are Social Products?]**
Social products refer to goods and services that contribute to solving social issues. They are a general term for products and services that consider people, the planet, and local communities, such as fair trade, organic, eco-friendly (environmentally conscious), and disaster relief, and contribute to achieving the SDGs (Sustainable Development Goals).
*Definition of Social Products: http://www.apsp.or.jp/socialproducts/
**[Survey Results]**
(1) Over 30% of consumers purchase social products, and over 50% intend to purchase them.
When asked about the purchase of social products, the 2025 survey results showed that the response rate for "currently purchasing" any social product ("fair trade products," "organic products," "eco-friendly products," "donation-linked products," "regionally or traditionally rooted products," "disability support products," "disaster relief products") was 32.7%. Among these, the top three were: 1st place "purchase of eco-friendly products" (21.8%), 2nd place "organic products" (14%), and 3rd place "regionally or traditionally rooted products" (11.8%).
Furthermore, for the response "intend to purchase in the future," the response rate for any social product ("fair trade products," "organic products," "eco-friendly products," "donation-linked products," "regionally or traditionally rooted products," "disability support products," "disaster relief products") was 52.5%. Among these, the top three were: 1st place "purchase of disaster relief products" (32%), 2nd place "purchase of donation-linked products" (30%), and 3rd place "purchase of eco-friendly products" (29.3%).
Next, let's look at the trends in whether each social product is currently purchased (purchase rate) or intended to be purchased in the future (purchase intention rate) from 2021 to 2025. In all years and for all social products, the purchase rate was lower than the purchase intention rate, suggesting a challenge in the gap between action and awareness, and these gaps have generally remained flat. Comparing the purchase rate and purchase intention rate between 2021 and 2025, while there was a general downward trend, the purchase rate for "fair trade products" increased by 1.2 percentage points, and for "donation-linked products" by 0.5 percentage points.
Figure 1: Trends in Social Product Purchase Rate and Purchase Intention Rate over the Past 5 Years (N=600 for each year, MA)
Finally, looking at the social product purchase rate by age group in 2025, for 5 out of 7 social product categories (fair trade products, organic products, donation-linked products, regionally or traditionally rooted products, disability support products), purchases by people in their 20s and 30s accounted for the majority. On the other hand, the proportion of respondents who purchased at least one of the 7 categories (social products) was highest among those in their 50s and 60s.
From the above results, it can be inferred that among younger generations, some consumers purchase various genres of social products, while among older generations, a diverse range of consumers purchase specific genres.
(2) Younger generations view social products as "experiential consumption," while older generations view them as "material consumption."
In the 2025 social product purchase rate by product category, "food and beverages" (71.4%) was the highest overall, with a 42.8 percentage point difference from the second highest, "daily necessities" (28.6%). Looking at age groups, people in their 20s and 30s had a higher response rate for categories related to experiences and entertainment, such as "pet supplies" and "travel," compared to other age groups. In contrast, people aged 40 and above showed a higher response rate for daily necessities like "food and beverages" and "daily goods." From these results, it can be concluded that younger generations engage in "experiential consumption" for special moments with family, friends, and pets, while older generations engage in "material consumption" as an extension of their daily shopping.
**[Key Findings of the Survey]**
(1) Over 30% of consumers purchase social products, and over 50% intend to purchase them.
(2) Younger generations view social products as "experiential consumption," while older generations view them as "material consumption."
(3) Younger generations purchase social products out of a "sense of responsibility towards consumption," while older generations purchase them as a "small contribution."
(4) Younger generations are motivated to purchase social products by initiatives that are "highly relevant and participatory" to people and the planet, while older generations are motivated by minimal initiatives that "do not affect product prices."
**[What are Social Products?]**
Social products refer to goods and services that contribute to solving social issues. They are a general term for products and services that consider people, the planet, and local communities, such as fair trade, organic, eco-friendly (environmentally conscious), and disaster relief, and contribute to achieving the SDGs (Sustainable Development Goals).
*Definition of Social Products: http://www.apsp.or.jp/socialproducts/
**[Survey Results]**
(1) Over 30% of consumers purchase social products, and over 50% intend to purchase them.
When asked about the purchase of social products, the 2025 survey results showed that the response rate for "currently purchasing" any social product ("fair trade products," "organic products," "eco-friendly products," "donation-linked products," "regionally or traditionally rooted products," "disability support products," "disaster relief products") was 32.7%. Among these, the top three were: 1st place "purchase of eco-friendly products" (21.8%), 2nd place "organic products" (14%), and 3rd place "regionally or traditionally rooted products" (11.8%).
Furthermore, for the response "intend to purchase in the future," the response rate for any social product ("fair trade products," "organic products," "eco-friendly products," "donation-linked products," "regionally or traditionally rooted products," "disability support products," "disaster relief products") was 52.5%. Among these, the top three were: 1st place "purchase of disaster relief products" (32%), 2nd place "purchase of donation-linked products" (30%), and 3rd place "purchase of eco-friendly products" (29.3%).
Next, let's look at the trends in whether each social product is currently purchased (purchase rate) or intended to be purchased in the future (purchase intention rate) from 2021 to 2025. In all years and for all social products, the purchase rate was lower than the purchase intention rate, suggesting a challenge in the gap between action and awareness, and these gaps have generally remained flat. Comparing the purchase rate and purchase intention rate between 2021 and 2025, while there was a general downward trend, the purchase rate for "fair trade products" increased by 1.2 percentage points, and for "donation-linked products" by 0.5 percentage points.
Figure 1: Trends in Social Product Purchase Rate and Purchase Intention Rate over the Past 5 Years (N=600 for each year, MA)
Finally, looking at the social product purchase rate by age group in 2025, for 5 out of 7 social product categories (fair trade products, organic products, donation-linked products, regionally or traditionally rooted products, disability support products), purchases by people in their 20s and 30s accounted for the majority. On the other hand, the proportion of respondents who purchased at least one of the 7 categories (social products) was highest among those in their 50s and 60s.
From the above results, it can be inferred that among younger generations, some consumers purchase various genres of social products, while among older generations, a diverse range of consumers purchase specific genres.
(2) Younger generations view social products as "experiential consumption," while older generations view them as "material consumption."
In the 2025 social product purchase rate by product category, "food and beverages" (71.4%) was the highest overall, with a 42.8 percentage point difference from the second highest, "daily necessities" (28.6%). Looking at age groups, people in their 20s and 30s had a higher response rate for categories related to experiences and entertainment, such as "pet supplies" and "travel," compared to other age groups. In contrast, people aged 40 and above showed a higher response rate for daily necessities like "food and beverages" and "daily goods." From these results, it can be concluded that younger generations engage in "experiential consumption" for special moments with family, friends, and pets, while older generations engage in "material consumption" as an extension of their daily shopping.