For some years now, having an eco-responsible positioning has no longer been a differentiating factor for the general public, but rather a prerequisite. However, consumers are still just as sensitive to what brands are doing. At the Sustainable Cosmetic Summit (held in Paris from 23 to 25 October 2024), Ozlem Senturk, Senior Partner Global Sustainable Transformation Practice at Kantar, presented some data on consumer expectations and needs in terms of responsibility in the widest definition.
According to the speaker, disruption is the new norm. The economic and environmental context is plunging citizens into great uncertainty. “Businesses are also affected by these major upheavals,” she explained. As Mark Carney, the United Nations Special Envoy for Climate Finance, has said, if certain industries fail to adapt to this new world, they will no longer exist.”
Consumers are also putting pressure on brands to act and commit to preserving the planet. 74% of households believe that companies have a responsibility to make society fairer, and 64% say that it is the responsibility of professionals to solve climate and environmental problems.
“This is particularly true of the youngest cohorts. For many members of generation Z and Y, sustainable development is an integral part of their identity.”
A slow transition to action
93% of consumers say they want to adopt a more sustainable lifestyle, but only 10% actually change their habits and purchasing behaviour.
Faced with this inertia, 88% expect the brands they appreciate to help them take a more responsible approach.
Nonetheless, although people want manufacturers to take action, they remain wary. “On average, 52% of people say they have seen or heard false or misleading information about the …
