How Do Both Consumers and Brands Influence the Eco-Trend?

The issue of sustainability is now on the agenda of almost any business. Consumers pay more and more attention to brand values.

The sustainable way of life is attributed to millennials and generation Z. Although the desire to maintain sustainable production processes is present among most age groups. Most consumers say sustainability is important to them.

Consumers and investors alike want to see that the companies are not only positioning themselves as green, but that they use various tools to do so. For example, investing in eco-charity, using natural or recycled materials, introducing technological equipment, innovative developments, promoting an ecological way of thinking among company employees, maintaining a system for separate collection and disposal of waste. More and more cosmetic brands offering their goods at are now moving to sustainable business. We’ll take a closer look at some examples below.

Not just marketing, but the real action

Business is always very responsive to the changing needs of society. Recently, the eco-trend has become so popular among young people that companies could not miss it. Brands have turned sustainability into a marketing tool. With its help, companies become more attractive to the younger generation, the loyalty of consumers and investors grows, and, as a result, sales increase.

Because of the eco-trend, many companies come to rebranding. However, such an approach must be supported by real initiatives. Do not confuse rebranding with restyling. The latter is based only on updating the visual attributes of the company: logo, slogan, corporate style, design of goods or services. Rebranding is a complex change. It implies the positioning of new strategic goals, the transformation of values, ideology, and brand concept. The main difference between these tools is in the goals that the brand plans to achieve when using them.

The rebranding is carried out to prepare the company for the changing business environment and lay the foundation for further global renewal at a strategic level. Restyling is most often used to remind about the company, increase brand awareness among consumers, and form the company’s image that keeps up with the times and does not lag key trends.

What exactly are companies doing to improve sustainability?

The Zero Waste organization reported that the global beauty industry produces more than 120 billion packages annually, most of which cannot be recycled. This is why brands that have taken the path of caring for the planet are gradually moving towards more environmentally friendly packaging materials.

For example, Kiko Milano launched the Green Me capsule collection, distinguished by natural ingredients and environmentally friendly packaging made from renewable materials. The popular organic premium brand Tata Harper follows this same principle. All products are packaged in green recycled glass bottles. The American fashion house Calvin Klein has set itself to move to 100% ecological packaging and become zero waste by 2030. You can purchase these brands’ goods in the MAKEUP online store.

By reducing packaging, replacing bags with reusable alternatives, and abandoning free disposable bags, the retailer minimizes the environmental impact and gradually transforms consumer habits to fit the realities, accustoming him to more sustainable alternatives. Such an approach is already a must for global brands.

Furthermore, brands that have chosen to care for the environment pay special attention to the composition of their products. One more step in beauty sustainability is the production of vegan cosmetics. The Lush brand was one of the first companies that made cruelty-free their main motto. Each package has the phrase FIGHTING ANIMAL TESTING written in large letters.

Sustainability has already been more than just a trend, and world-known and small businesses are now on their way to global eco-transformations. Companies can lead these changes and ultimately instil new habits in people.