L’Oreal Is Planning To Kill Single-use Plastic To Solve Gen Z’s Biggest Issue

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 Seventy-five percent of U.S. consumers say a brand’s sustainability is important when making a purchase; 62% prefer buying from sustainable brands, recent research from consumer analytics firm First Insight and the University of Pennsylvania’s Wharton School found.

L’Oréal is betting big on the future of sustainability. It hopes young workers are paying attention.  

The France-based cosmetics giant is the founding donor of The Recycling Partnership’s recently launched Small Town Access Fund (STAF), which supports recycling programs in U.S. towns with less than 50,000 residents. Its support is set to bring better recycling access to nearly 45,000 U.S. households, which could bring 6 million pounds of recyclables that are currently wilting in landfills into the system each year. It will also provide recycling education to over 78 million people across the country.

The partnership comes at a time when climate anxiety is reaching a fever pitch, for good reason. Extreme weather is becoming more and more commonplace, which the Center for Climate and Energy Solutions says is a bellwether for graver climate emergencies to come.

L’Oreal is trying to do its part in combatting climate change with a sustainability transformation strategy and deep commitment to solving environmental challenges, Marissa McGowan, Chief Sustainability Officer for North America at L’Oréal, tells Fortune.

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