Have you heard of the “Sustainable Natives”? These are individuals under 20 years old who are about to enter higher education, conscious of the inseparable link between human society’s development and the fate of the planet. Their commitments raise essential questions for brands on how to respond.

The fashion sector is undergoing a significant transformation, mobilizing to reduce its environmental and social impact. Beauty standards, once based on offering rare products, are now virtual, connected, and accessible to all, thanks to the influence of social media and influencers who have captured the attention of the youth. This demographic is a critical target for cosmetic brands.

IFOP Beauty has delved into the new generation of “Sustainable Natives” and its connection with beauty. These informed consumers are not easily swayed by deceptive speeches or images, as they have witnessed numerous scandals unfold online. Social media, with its abundance of suggestive videos, plays a crucial role in shaping their opinions.

For the “Sustainable Natives,” actions speak louder than words. Companies must prove their commitment rather than just proclaim it. Brands that fail to understand this risk being sidelined in the near future, as building a reputation takes time and can be destroyed quickly, especially in the age of online commentary.

These individuals actively engage with current social, economic, and, most importantly, environmental issues. Sustainability factors into all their choices, from studies and careers to consumption, where they act as decision-makers and influencers within their communities.

In the realm of beauty, they demand a sustainable approach that preserves the future. They no longer want to close their eyes to industry practices and seek transparency over flashy advertisements. Start-ups have already embraced this shift, considering biodegradable, reusable, or recyclable packaging, and environmentally friendly formulations.

So, how can companies respond to the demands of “Sustainable Natives”?

1. Local Sourcing: Offer locally sourced products to support the community, promote regional development, and meet the demand for relocalization.
2. Animal-Friendly Practices: Avoid using animals as test subjects. Many companies have pledged to be cruelty-free and vegan, responding to the increasing awareness fueled by internet videos exposing animal cruelty.
3. Health and Planet Protection: Prioritize the health of consumers and the planet. “Sustainable Natives” scrutinize product labels, using apps like Yuka to make informed decisions. Major brands are becoming more transparent in response to this growing scrutiny.
4. Plastic-Free Initiatives: Address the urgent issue of plastic pollution. Companies are exploring concentrated formulas, compressed products, solid products, and DIY workshops to reduce plastic usage. Many brands are actively working towards more sustainable packaging solutions.

The beauty industry must reduce its environmental impact while meeting the expectations of the “Sustainable Natives.” IFOP Beauty aims to guide brands in their ecological transformation, helping them better understand their target audience for a sustainable future.