New year, new expectations! Online survey platform Attest has turned its attention to one of the most sought-after demographic cohorts for brands: Generation Z. The aim of the study was to define the beauty needs of 18-27 year-olds. And on their wish list were commitment, value and inclusivity.
For this survey, 1,000 Americans between the ages of 18 and 27 were polled in October 2024.
“Generation Z’s beauty and skincare choices are driven by a combination of factors ranging from affordability to personal expression. From the demand for diversity to own-brand ingredients, young consumers are redefining beauty (and beauty industry) standards in unique and targeted ways,” Attest explains in its introduction.
Money, money, money!
When it comes to buying a beauty product, price is the top choice criterion for Zs (55%).
However, they also expect a certain level of quality. So they’re constantly on the lookout for the best value for money. “But it’s important to note that price isn’t the only factor to consider. Fragrance, brand reputation and packaging claims also play a part. 27.4% of those surveyed say that brand values influence their decisions,” comments Attest.
The importance of the environment
Responsibility is an important concept for the Zs.
Nearly two out of three people (67.7%) consider sustainability to be a crucial aspect when choosing their beauty products. More than half (56.2%) are prepared to pay more for a sustainable alternative.
Young people also pay close attention to ingredient lists. They want to avoid all substances …
