4 ways personal care brands can help men embrace sustainability

By Jo Allen | Published: 25-Apr-2024

Over half of men want to be sustainable, but a fifth don’t know how. Cosmetics Business asks experts what the male grooming industry can do to help

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This article was originally published in the Male Grooming Trend Report. Receive your copy here.

When it comes to maintaining good environmental habits, men lag behind women.

Mintel referred to this disparity as the ‘eco-gender gap’ in its research on the issue back in 2018, and six years on little has changed.

New 2024 data from business consultancy CACI, obtained exclusively by Cosmetics Business, reveals that when making beauty and skin care purchases, sustainability is still more important to women (45%) than men (33%).

The same survey found that price and product effectiveness are more important considerations when purchasing beauty products, nevertheless, sustainability is higher up on the list than factors such as recommendations and loyalty schemes.

4 ways personal care brands can help men embrace sustainability

But why are men less likely than women to factor sustainability into their purchase decisions?

Research commissioned by UK-based start-up Brother Earth found that over half of UK men want to be sustainable, but one in five don’t know how, and one in three feel left out of the conversation around how to save the planet.

A stroll down the men’s toiletries aisle in the local supermarket might explain why some men feel detached and confused.

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