Connecting with consumers on DEI and sustainability expectations in the health and beauty industry
February 24, 2023
Diving deeper into our 2022 Higher Impact research, we explored consumer sentiments from across Canada, Germany, Japan, the UK, and the US in connection with five industries (Fashion, Health & Beauty, Travel, Grocery, and Auto) to better understand how they feel about the role of brands around the issues of sustainability and diversity, equity, and inclusion (DEI).
Part of the way consumers express how they look and feel is through their health and beauty purchases
The choices they make and the brands they buy from can be very personal—which can make aligning with their DEI and sustainability values a key part of inspiring brand loyalty.
Fully embracing DEI is important to consumers
47% of respondents want their health and beauty brands committed to DEI, which is slightly more than the 44% average across all industries
38% state they would carry out their own research to see how health and beauty brands are supporting DEI efforts
There are several ways health and beauty brands may want to incorporate representation
Inclusive products and advertisements are just a few ways that health and beauty brands can make DEI a part of their brand standards.
To demonstrate their DEI commitments, consumers believe brands should have products inclusive of all skin types, shades, and textures (18%), and that brands should advertise products with a diverse array of models to represent everyone (14%), among other expectations.
See how brands like SheaMoisture lead with their values, keep DEI at the core of their mission, and support Black leaders.
Consumers who invest in self-care also care about Earth’s well-being
More than 6 in 10 respondents consider sustainability efforts when choosing health and beauty products
About 47% say they’ll confirm brands’ sustainability efforts by conducting their own research
Cruelty-free means being kind to the planet too
According to surveyed consumers, refraining from animal testing and using natural and environmentally friendly materials and ingredients are strong indicators of being more sustainable in the health and beauty industry.
To global consumers who participated in the study, sustainability involves:
No.1 Using environmentally
friendly products/materials
No. 2 Staying cruelty-free and avoiding animal testing
No. 3 Using natural ingredients
Consumers would like to see more transparent marketing from health and beauty brands
After cost, consumers say the lack of transparency and misleading claims are the biggest hurdles they face in choosing sustainable health and beauty brands.
Greatest hurdles consumers face to making more-sustainable choices across health and beauty brands
High-cost products: 20%
Lack of transparency around product pricing, manufacturing, labor, and materials: 13%
Lack of clarity about which claims are legitimate and which are just marketing or PR: 11%
Percentage of consumers surveyed
Actions that brands can take
With global consumers surveyed keeping DEI and sustainability top of mind, here are some actions that brands in the health and beauty industry can potentially take:
- Align your brand purpose with action to demonstrate your commitments to sustainability and DEI
- Center your brand strategy on consumer needs to build and maintain trust and credibility with consumers
- Stay connected with your consumers by authentically sharing your brand story around sustainability and DEI efforts through channels and solutions like Amazon Ads Streaming TV, audio ads, and other multi-objective brand-building strategies
Source: Amazon Ads with Environics Research, 2022 Higher Impact study, CA, DE, JP, UK, and US