For the past 10 years, Ethicity (a sustainable development and responsible marketing consulting firm) has conducted an annual survey to better understand French people’s expectations, sensitivities and behaviour in terms of responsible consumption. These are the results for 2014 that Gilles Degroote, from Ethicity, presented at CosmeticDays, two days of conferences on the theme of sustainable cosmetics organized by Cosmed on 5-6J une 2014.
In terms of consumption, what should we remember from the last ten years? For Gilles Degroote, it is a double awareness that we have witnessed: awareness that we are at the end of a model of society, but also that solutions exist and that everyone can act at his own level, especially through his consumption.
Five basic trends were detailed by the speaker, indicating that individuals are reclaiming their consumption.
The search for guarantees
French people are increasingly looking for products that preserve their health, but also of better quality. In response to the question: “What is the first criterion that would make you buy environmentally friendly products?”, 39% answered “They are better for your health” first. Ten years ago, they were only 24%. The response rate “They taste better, they are very effective” is also on the rise, while the response rate “They are guarantors of the preservation of the planet” fell by 39-28% over the same period.
But while health and pleasure drive the act of buying, consumers also demand more transparency and product information. They therefore consider it “very important” to know:
• The product composition (64%)
• The origin of raw materials (54%)
• The manufacturing …
