As each person is unique, so is what is important to them, especially in regards to the environmental impact of the consumer goods they purchase. Consumers are seeking full transparency from beauty companies on their sourcing methods, production, ingredients, and overall sustainability practices. As 47% feel the most important in purchasing a product is that it is inherently sustainable, clearly communicating the strides your brand takes, and how the products you are launching to the market correspond with consumers drivers for a better earth, bring you to the forefront of their purchasing decisions.
It is said that brands that use their voice to bring consumer attention to industry issues like sustainability are experiencing double-digit growth in a slowing market.
50% of millennials are making an extra effort to buy products from companies that support causes they care about. Sustainability is one of those causes, but there are many ways to appeal to the preservation practice that matters the most. You could appeal to:
- Natural Ingredient Sourcing
- Water Conservation
- Waste Reduction
- Socioeconomic Partnerships
- Energy Consumption
This list can go on, and although there are not many ingredient options that can cover all or the majority of the practices above, we see the interest in CEA (Controlled Environment Agriculture) to do just that. And with this, we have NeoPlanta Withania, it is cultivated in vitro, grown in controlled conditions with enormous savings in water consumption over traditional harvesting. Additionally, there are no harmful pesticides and no social exploitation or depletion of the local environment.
Whatever the combination you are looking for, the product concepts you launch and more importantly the ingredients contained within the product matter. Luckily, Glenn can provide a myriad of ingredients to help you improve upon your sustainability story, and inform your customers of how you support the greater cause.
As 45% of millennials will actually refuse to purchase a brands’ products if they see it is not involved in social or environmental issues; it is important to consider at least one initiative, and a combination of any of the above shows the consumer the steps you are taking to create a more sustainable beauty brand and that you care about what they care about.