Social Responsibility Wins

In recent years, socially responsible companies have been changing the game in the beauty and fashion industry. Today's average cosmetic consumer no longer values solely the end product of the cosmetics they use, they also care about what goes into them, including ingredients, packaging, and end-of-life impact. The same rings true for the average fashion consumer: they value the production and life cycle of the clothing they are buying. According to Traackr data, mentions of sustainable fashion by influencers have increased by 55% from 2018 to 2019 and mentions of secondhand fashion have increased by 137%. A Harris Poll survey found that 59% of women over the age of 35 say purchasing eco-friendly beauty products is important to them. Sustainability doesn't just translate to sales- it can create positive associations for brands. This is especially important to harness as the economy and times change. A company that is viewed as sustainable will also be viewed as "good" and "better" than companies that aren't catering towards the mind of the eco-friendly consumer. This means that existing companies, if they haven't already, should begin to pivot existing and new product offerings to cater to this new and environmentally-conscious consumer. Much of this target audience can be reached online- through social media. Partnering with influencers who align with this purpose will be helpful in garnering attention towards new eco-friendly products.