16 ANALYSIS
Consumers and evolving sustainability concept
Claire Rance – The Pull Agency, UK
New data has revealed that almost three- quarters of UK consumers (71%) do not think brands and retailers are doing enough to make their beauty and personal care* purchases more sustainable. They also identified plastic waste as the main culprit – around half (46%) see it as the biggest sustainability challenge facing the industry.
What do consumers want to see? When asked what solution they most want to see, one in five consumers (19%) would like less packaging in their beauty and personal care products, while 17% would like more products with natural ingredients and 15% want in-store refill stations so they can re-use existing containers (rising to 18% among Generation Z). The other areas of interest are sustainable packaging (12%) and in-store recycling bins (11%).
The research also found that nine out of ten
shoppers (88%; rising to 93% of Generation Z) look for sustainability credentials in their beauty and personal care purchases and a third (32%) have deliberately chosen a sustainable brand in the past, up to 35% of Generation Z. However, 70% do not find brands’ current
sustainability claims helpful when it comes to choosing one product over another. Almost all of those surveyed (94%) think brands need to be more transparent about their sustainability credentials.
PERSONAL CARE September 2021
Who is influencing the conversation? At the same time, the data noted that brands that people know and trust are the biggest influence on whether or not people buy sustainable beauty products (23%), ahead of family and friends (22%), skincare/beauty professionals (16%) and influencers and bloggers (9%). Household-name broadcasters like Sir David Attenborough and activists like Greta Thunberg are barely an influence at all (3% and 2%, respectively). The survey of 2,000 UK consumers (93%
female) of all age groups was commissioned by The Pull Agency, a creative agency specialising in health and beauty brands. It noted that the UK’s three favourite sustainable brands in that sector are The Body Shop, Lush and Simple – but also that nine out of ten consumers (87%) have never heard of the concept of the ‘circular economy’.
Evolving sustainability concepts In recent years we have seen the evolution of sustainability move into a mission to create a
closed loop solution - the circular economy. This circular economy is an alternative to a traditional linear economy (make, use, dispose) in which we keep resources in use for as long as possible, extract the maximum value from them whilst in use, then recover and regenerate products and materials at the end of each service life. This is particularly important to the health & beauty industry due to the volume of hard-to-recycle materials used (think cosmetics compacts or face wipes) and single use plastics. One such company making this idea a
reality is TerraCycle. In their quest to make sustainability accessible, they created Loop, a never-before seen venture to combat single-use waste. They have teamed up with big businesses like Procter & Gamble and Tesco, so for the first time ever, consumers can receive their favourite products from trusted brands in durable, reusable packaging. With this
circular, durable system, actionable online, Loop
creates the first closed-loop retail shopping model.
www.personalcaremagazine.com
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