Believe it or not, but when it comes to beauty products, Millennial and Gen Z consumers care just as much about what is on the inside of a product as the box it comes in.
No, it’s not just shelf-appeal, but rather sustainability that is a key factor when determining whether or not to make a purchase.
Based on a 2019 study conducted by Digital Creative Agency, Compose[d] (view the study here), 65% of Gen Z and Millennial consumers polled said that their top motivator when purchasing sustainable beauty products is that it allows them to make a choice that is better for the environment.
Of course, product effectiveness is important, but when faced with a purchasing decision, sustainable packaging can make or break the sale.
Moreover, when it comes to skincare products specifically, younger consumers are significantly motivated by products that are created using methods that have the least environmental impact.
In fact, 87% of Gen Z and 73% of Millennial respondents said this was a top consideration, and acknowledged looking for labels like not tested on animals, cruelty-free, all natural, paraben free, and sulfate free on products before purchasing.
Younger Consumers Want Refillable Packaging
With particular regard to packaging, 85% of consumers polled want to see more use of recycled and natural packaging for all beauty products, and 83% think that more products should come in refillable containers.
This is a huge opportunity for beauty brands to not only become leaders in the sustainable beauty space, but also innovators in transforming the packaging industry from one of insurmountable waste to one that leads the way in sustainable practices across the consumer packaged goods industry.
For more insights on Gen-Z and Millennial consumers, check out Compose[d]’s 2019 Natural and Sustainable Skincare Report.
ABOUT THE AUTHOR
Jason Parkin is the founder, president, and CCO of Compose[d], a digital creative services agency in NYC.
Generation Next: Who should beauty marketers set their sights on? How young is too young to cultivate brand loyalty?
How Innovative Beauty Brands Attract Gen-Z Consumers: These brands are addressing a shifting luxury landscape.