Jamie Matusow, Editor-in-Chief06.07.23
We have all noted that Zoomers (Gen Z’ers ) are inarguably and rapidly changing the CPG industry—including BPC—with their product preferences as well as the eco-credentials of the packaging they’re contained in, and even the CSR behind the brand’s production and governance.
A study by DTC e-commerce company ESW determined that nearly 60% of Gen Z and Millennial shoppers have stopped purchasing from brands that lack “environmental credentials.” The survey also found that more than two-thirds of Millennials have spent more on a product because it was sustainable. In particular, ESW found that 46% of health and beauty consumers consider options for environmentally friendly packaging when making purchases.
“Younger consumers are acutely conscious of a brand’s efforts towards sustainability,” said Patrick Bousquet-Chavanne, president and chief executive officer, ESW Americas.
“There’s a well-known, ongoing debate over whether these consumers’ values actually align with their shopping behaviors, but our most recent data shows that the majority will, in fact, take sustainability practices into account when making purchase decisions and may even refuse to buy from a brand that doesn’t have (or make public) their environmental credentials. This shift towards eco-conscious consumerism should serve as a wake-up call for brands to be more transparent with their manufacturing, packaging, and shipping practices.”
Eco-conscious consumerism is a global trend. ESW found that youthful markets, where e-commerce expansion offers strong opportunities for brands, demonstrate a higher degree of consumer sustainability consideration. Countries with consumers that have the highest concern for sustainability include India (98%); China (94%); UAE (94%); Mexico (93%); and South Korea (90%); compared to mature markets such as Canada (65%); Japan (66%); and the U.S., UK, and Australia (70%).
When it comes to ethical production, ESW found that 67% of Gen-Z and Millennial shoppers polled said they consider ethical production when shopping online. 63% have sought out products in sustainable packaging, 42% include options for less packaging overall when making their purchase consideration, and 35% include options for green delivery, such as electric vehicles and carbon offsetting.
Speaking of Zoomers—have you seen our Zoom interviews? Check them out for first-hand exclusive in-the-know interviews with beauty industry analysts including (most recently) Circana’s Larissa Jensen, and Mintel’s Benjamin Punchard and Sarah Jindal; industry luminaries Allan Hafkin (ELC), Jill Tomandl (Smashbox) and Mike Indursky (HEAR ME RAW); and packaging suppliers Eastman, Knoll, QRS—and many more—as they roll out new launches and services.
We hope you enjoy this issue—and hope to see you at an upcoming tradeshow—or on Zoom?
Jamie Matusow
Editor-in-Chief
