Trend drivers:

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Gen Z is one of the generations most concerned with global challenges. According to a study by First Insight, 73% of Gen Z reported that they were willing to pay more for sustainable products, with 54% saying they would pay more than a 10% increase in price for a sustainable product. Gen Z, born in the digital age, seems more concerned with global challenges, more health conscious, and socially aware, growing up in a time when our impact on the planet has become visible.

 

According to a study by Nielsen in 2018, 80% of Gen Z feel that companies should help the environment, 82% of Southeast Asian Gen Zers claim they prefer products from ethical brands, and 68% of US Gen Z shoppers made an eco-friendly purchase. Furthermore, according to a global study conducted by Trivium Packaging in 2021, 83% of consumers among younger generations showed a willingness to pay more for sustainable packaging. Furthermore, the study found that 67% of consumers find it necessary that the products they buy are in recyclable packaging, and 64% of consumers find it essential that the products they buy are packed in recycled content.

 

Across the three studied regions, the US, Europe, and South America, the study found that South American consumers are the consumer group most likely to adopt sustainable purchasing behavior. Europe also continues to be a key determinant of green purchasing intentions for the majority of respondents. However, the US falls behind in both sustainable purchasing behavior and green values.

 

Consumers have a reason to worry, as the beauty industry is a major environmental sinner. According to studies conducted by the global market research company Euromonitor, the global beauty and skincare industry is responsible for creating 120 billion plastic packaging units annually. Only 9% of that plastic is recycled, and 79% ends up in landfills. Furthermore, 95% of beauty packaging is thrown out after just one use, and only 14% makes it to a recycling center.

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