Understanding Generational Shifts with Clean Beauty and Natural Personal Care
These days, more consumers are paying close attention to the ingredients in their personal care and beauty products. The "clean beauty" and natural personal care movements have been gaining serious momentum, driven largely by heightened consumer concerns around product safety, environmental impact, and brand transparency.
But as a marketer, it's critical to recognize that different generational cohorts have distinctly different attitudes, behaviors, and motivations regarding clean and natural products. Failing to account for these generational nuances can mean missing out on effectively engaging key customer segments.
Millennials Championing the Cause
Millennials (currently aged around 26-41) have really been the driving force behind adopting clean beauty and natural personal care products into the mainstream. Having come of age alongside the rise of the internet and social media, this digitally-savvy group has had easy access to information on ingredients, ethical sourcing, and corporate social responsibility. With their tendency to be highly research-oriented consumers, millennials place a premium on transparency from brands.
Gen Z Raising the Bar
While millennials energized the movement, their younger Gen Z counterparts (currently around 10-25 years old) are taking it to the next level with even stronger sustainability values. This cohort views clean beauty and ethical consumerism as a moral imperative rather than just a personal preference. Brands will need to walk the walk with Gen Z, as this group actively seeks out companies making a positive environmental and social impact.
Boomers Playing Catch-Up
On the other end of the spectrum, the boomer generation (currently aged 58-76) has more gradually been adopting clean beauty philosophies. While factors like health, safety, and quality resonate, this group didn't grow up with the same level of access to information as their younger counterparts. For boomers, simple education on ingredients and commitments to transparency will be key drivers of purchase decisions.
No matter which generational cohort(s) you're targeting, deep consumer insights rooted in rigorous market research are crucial for effectively connecting with your audiences. Traditional qualitative and quantitative research methods like focus groups, surveys, ethnographies, and more can yield rich intelligence on each generation's unique attitudes, behaviors, and motivations related to clean and natural products.
At Curio Research, we specialize in full-service market research solutions tailored specifically for the CPG industry. Our experienced researchers leverage a wide range of methodologies to deliver high-quality, actionable insights to drive smarter strategic decision-making for your brand. We'd love to discuss how we can support your organization in navigating the generational shifts around clean beauty and natural personal care. Reach out today to learn more!
