Green is the New Glam


VP of Research & Innovation, HCD Research

These days consumers are increasingly drawn to sustainable ingredients. This interest, particularly in cosmetics, goes beyond practical drivers of purchase such as effectiveness or affordability. This surge in interest seems to be driven more by emotional drivers, shaping consumer behavior, and purchasing decisions. While these practical factors are still important, the motivations for choosing sustainable products are driven by deeper emotional and value-based considerations. Consumers are driven by environmental consciousness, ethical concerns, personal values, and a desire to make a positive impact. These emotional drivers play a significant role in shaping consumer behavior and are influential factors in their decision to opt for sustainable cosmetics.


From a growing environmental consciousness and concern for personal health and safety to ethical considerations and the desire for transparency and trust, consumers are seeking products that align with their values. Empowerment, altruism, authenticity, hope, and a sense of connection to a community of like-minded individuals are the emotional forces propelling the sustainable product movement. These emot ...