Sustainable consumption (Part 2)

The changes to a sustainable economy are not only of a technical nature, but also require a social rethink. No one really wants to tackle the issue of renunciation, the most unpopular word of sustainability. Rather, people talk about behavioural adjustments².

Women lead the way in sustainability

Ernst & Young’s observations underscore a noteworthy shift in consumer behavior. They state, “Concerns about climate change and pollution across generations now seem to be reflected in people’s behaviour,” highlighting that approximately two-thirds of all respondents are willing to adapt their actions in response to these concerns. This indicates a significant shift in attitudes toward sustainability. 

Francesca Bassi’s analysis of the 2019 Eurobarometer Survey1 provides further insights. Her research identified six distinct groups with varying approaches to sustainable actions. Notably, women are at the forefront of sustainable practices, engaging in a wider range of sustainable actions compared to men. However, it’s important to acknowledge the challenges in implementing these changes. Transitioning from inertia to more sustainable practices can often involve higher costs and obstacles. To navigate this journey effectively, we must be honest with ourselves, avoiding the extremes of sugarcoating or striving for unattainable perfection. The key is to focus on one aspect and excel in it. This focused approach is notably common among men, who concentrate on mastering one aspect before moving on to the next. This strategy can serve as a practical roadmap for anyone looking to make meaningful sustainable changes in the beauty industry.

But many also feel overwhelmed, in part because “what seems good and right today may be pilloried on social media tomorrow.”²

Among those who successfully implement sustainable change in their consumption habits, the IKW study found that they approach things empathetically. By empathising with, for example, the horrendous plastic pollution of the oceans or the suffering of animals in factory farming, a change is perceived as something they can do good with.

Consumers want orientation

Even though we would all like to live more sustainably, it is not only the beginning that is difficult. The Ernst & Young study soberingly found that price is still the decisive criterion. We users are also overwhelmingly unwilling to accept compromises in product performance for a sustainable product3. Furthermore, we want to be able to recognise at first glance in the store which product is sustainable.  Many also want all products to be sustainable.

Currently, we are guided by so-called “labels” such as “bio”, “natrue” or the eco-promises of brand manufacturers. But the latter in particular are often hot air, because they have to be verifiable. This is what the EU’s new greenwashing law demands.