By Sydney Hummel
The “clean” beauty industry has been on the rise since the 1990s. It hasn’t been until recent years that more sustainable and eco-friendly brands and brand packaging have become very popular. A study done by Klarna in 2021 found that gen Z and millennials tend to buy natural, cruelty- free products. The same study found that Gen Z and the boomer generation are concerned about sustainability when buying beauty products. What is sustainability and sustainable packaging and what is it doing for the marketing and advertising industries?
Sustainability means, “in a way that avoids the depletion or natural resources in order to maintain an ecological balance.” Sustainable packaging is simply packaging that results in improved sustainability, and it also helps the environment by reducing environmental waste.
The use of sustainable packaging improves brand image. Eco-friendly brands stand out against their competitors since they’re doing something different than the others. Clean packaging also shows modern brand strategy. Nielsen said in a 2019 study that, “the majority (73%) of global consumers say they would definitely or probably change their consumption behavior to reduce their impact on the environment.”
Of course, sustainable packaging reduces environmental waste and helps a brand’s environmental footprint. Many brands such as Lush, Unilever, Dove use sustainable packaging. These brands use refillable bottles, biodegradable packaging, and recyclable and compostable packaging.
Since Gen Z and millennials prefer cruelty-free and natural beauty products, the sustainable market can only go up from here, and attract more and more customers.
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