Nearly 60% of Gen Z and Millennial shoppers say they have stopped buying brands that don't have—or don't effectively communicate—environmental credentials, ESW reports. ESW’s most recent Global Voices Survey also found that two-thirds of Millennial consumers have spent more on a product because it was sustainable or had sustainable packaging. Beauty brands may also want to be careful of presenting claims that may look like greenwashing, even if it isn't— because these savvy shoppers need specific information and details before they'll believe it. Transparency is crucial. Patrick Bousquet-Chavanne, President and Chief Executive Officer, ESW Americas, comments: “Younger consumers are acutely conscious of a brand’s efforts towards sustainability. There’s a well-known, ongoing debate over whether these consumers’ values actually align with their shopping behaviors, but our most recent data shows that the majority will, in fact, take sustainability practices into account when making purchase decisions and may even refuse to buy from a brand that doesn’t have (or make public) their environmental credentials."