Mintel Trends Consultant, Richard Cope, gives insight into some critical findings for the Beauty Industry based on the newly-released Global Outlook on Sustainability report. To produce this report, Mintel spent three years surveying consumers’ attitudes and choices concerning sustainability.
Cosmetics companies should know that consumers are increasingly focused on emissions and resources, prioritising water shortages as a top three environmental concern, just behind climate change and air quality. This highlights how water stress has become more of a reality worldwide, making it the world’s fastest-growing concern.
Concerns regarding water scarcity have intensified as the signs of climate crisis become more evident. Now, consumers that believe climate change is, in fact, taking place are the majority, representing a significant attitudinal shift of 7 points between the years 2021 and 2023.
Plastic pollution has become less pressing in the minds of consumers as they become increasingly concerned with personal supply shortages of food and water. In addition, education has made consumers more aware of the fact that other sources are likely generating more emissions. This is not to say that the issues of plastic production and disposal do not still require our attention and action.
The role of activists in educating consumers is significant, as Mintel’s research reveals that 47% of consumers perceive activists as legitimate protestors, while 46% say that they have an awareness of environmental issues. Activists have been notoriously instrumental in holding brands accountable for greenwashing.
Looking forward, labels akin to “environmentally friendly” may become less credible in the eyes of resource-conscious consumers, most of whom will be looking ] for key words such as: “less”, “reduced”, and “more efficient”.
For more information, please visit: The water crisis hits home: Water shortages are the fastest-growing global environmental concern amongst consumers | Mintel
