April 14, 2024

More than 70 per cent of Millennials and Gen-Z consumers value sustainability over brand name while making purchases and are also willing to pay more for sustainable products. These new-age consumers are redefining more than just shopping trends. What we are witnessing is a complete shift in the lifestyle choices and daily habits of our new-age consumers and everyone around them.

Today, everything sustainable and cruelty-free has become a prominent lifestyle choice. As a result, all new age brands are making strides to consciously serve the demands of modern consumers. While we all recognize the changing habits, it is also essential for us to understand their meaning and the reasons behind the shift.

Over the years, we have realised that for modern consumers, sustainability is more than just products curated from recycled materials, natural fibres, etc. They want the entire process, from procuring raw materials to the manufacturing, packaging, and delivery to be sustainable and environment friendly. In the beauty and personal care industry, the majority of brands have made a shift in the manufacturing process.

However, many are yet to recognize that sustainable and minimal packaging is equally important to the new-age buyers. The other big trend, ‘cruelty-free’ has entirely revamped how beauty and personal care brands produce and test products. A cruelty-free product has been developed without any tests on animals. Animal cruelty was a dark side of the beauty industry that never came under the spotlight until a few years ago. However, with organisations like PETA leading conversations in mainstream media and social channels, compassionate consumers understood the negative impact and demanded change.

Global movements driving decisions

Millennials and Gen-Z consume information like no other. They stay connected with the world and drive influence on each other living in different parts of the world. The tech-first generation stays informed, socially active and environmentally conscious. They are amplifying global movements like Green Beauty Movement, Cruelty-free Movement, etc., encouraging each other to make ethical, more conscious purchases, especially in personal care. Modern millennials and Gen-Z are persuading each other and other generations to focus on the social and ethical values of brands before making buying decisions.

The positive impact of these lifestyle choices

The beauty and personal care world has been intensively working to cater the millennial’s concerns regarding animal cruelty and all other environmental issues. Consumers mainly ageing within 18-24 years are adopting a sustainable lifestyle by purchasing vegan products to stand against animal testing. As per reports, the cruelty-free cosmetics market is aimed to reach more than 14 Billion by 2030, and the market is expected to register a healthy CAGR of 4.56%. Hence, we are already witnessing a positive impact on the entire ecosystem of the beauty industry. People are gradually shifting towards organic products which reflects their discernment and condemnation of animal cruelty. These changes in cosmetic trends have contributed to the immense growth in the cruelty-free cosmetics market.

Inputs from Anurag Kedia, co-founder and CEO of Pilgrim.