NEW YORK — More than one in 10 Americans claim they would give up all their money to lead a “cleaner” life. The recent survey of 2,000 Americans finds people are trying to be more sustainable post-pandemic, with more than one in five no longer buying single-use items and ditching processed foods.
Among the factors inspiring people to start living more sustainably are an increasing awareness of its impact on their health (43%) and the environment (42%), along with a greater acknowledgment of harmful ingredients (40%). Living more sustainably and being more cautious of their health is leaking into other areas of our lives, too. Researchers discovered that 64 percent of respondents are taking their skincare more seriously.
More than two in five say they’d use more sustainable products if they had better knowledge of what “clean” products are. Although social media and pop culture are making sustainability trendy, 36 percent of Americans still rely on their family’s and doctor’s expertise above all else when choosing personal care products.
“It’s interesting that consumers are often confused by what it means to be clean, with almost half of respondents believing clean beauty is expensive by default. But finding clean, efficacious and affordable skin care is feasible, even at your local drugstore,” says Tina Pozzi, Chief Brand Officer at Bliss, in a statement. “Fifty-eight percent want to make more ethical choices when buying skincare products and choosing B Corp certified personal care products can contribute to that goal.”
Almost two-thirds (64%) always read the labels on the beauty products they buy, and more than half (55%) consider a product’s ethical production before purchasing. Only 26 percent of respondents claim to be completely sure of where the ingredients in their products are coming from. Meanwhile, just 34 percent are confident they know the long-term impact of using these products is on their health and just 22 percent say they’re aware of the environmental impact.
The high price of morality
In pursuit of a more ethical lifestyle, people are prioritizing a product’s cruelty-free status (48%) and whether or not they have recyclable packaging (40%). Still, 48 percent think making more sustainable choices is expensive and one in five think it’s inaccessible to them.
“While 64 percent of Americans read the labels on their beauty products, our study also discovered one in seven don’t understand eco-friendly phrasing,” Pozzi adds. “That knowledge gap may keep people from having the impact they want on their own health, as well as the environment. For instance, only one in 10 people know what a Certified B Corporation is. It requires companies to practice transparency and sustainability and consider the effect their decisions have on the community and the environment.”