The sustainable beauty trend has been growing in popularity for years, but it has become even more popular during the pandemic. There are many reasons why sustainable beauty is trending now, and one of them is that people are looking for ways to reduce their carbon footprint. Consumers are drawn to sustainable beauty because it allows them to feel good about themselves knowing they’re using products that don’t harm animals or ecosystems in any way. From my perspective, sustainable beauty could be considered a form of protest against companies that try to profit at all costs without considering future generations’ needs.
With younger generations more aware than ever before, companies and governments alike need to consider what they can do about environmental issues. The Deloitte Global 2021 Millennial and Gen Z Survey findings tell us social media has become the outlet where younger generations speak up against these concerns, influencing worldwide awareness on a more sustainable future.
A First Insight 2020 study found that 62 percent of Gen Z and Millennial participants prefer buying from sustainable brands, over Gen X surveyed at 54 percent. Furthermore, respondents were asked if they would be willing to spend more money on these products when given both choices — 73 percent of Gen Z and 68 percent of Millennials stated they would. These studies show us they are taking action through their purchasing decisions and voicing their concerns about the future of our planet. As a parent and grandparent, I can’t help but be proud of Gen Z and Millennials for their dedication to sustainability.