Consumers care more about climate change, disadvantaged, the nature

Climate change, care for disadvantaged groups and environmental protection are the top three issues that young Chinese consumers care the most about across a broad spectrum of social issues, according to a recent survey.

The study, jointly conducted by social enterprise innovator BottleDream and skin care giant L'Oreal Group, looked into the younger generation's increasing concern over social causes and how this dynamic could change their consumption patterns.

The joint study polled 2,020 people aged between 18 and 40 in China, with 55 percent of the group in their 20s.

Over three quarters of respondents said they place more attention on social issues compared with before. The group attributed the shift in part to the sudden outbreak of the COVID-19 pandemic, which cast uncertainties on the future.

A combined 78 percent of the respondents said today's acts impact tomorrow, and consumers should now practice socially responsible action more than ever.

These include decisions that feature respect for sustainable development, diversity, equality and social justice.

For instance, such actions include sustainable shopping, daily goodwill acts like using reusable bags and visiting orphans during free time, as well as taking online courses for self-improvement.

More youngsters like Guangzhou-based designer Nick are used to carrying reusable mugs when purchasing coffee, and this has sparked creative ideas.

"A good design should meet all demands including sustainable development. I'm trying to develop a platform collecting all sustainable goods," he said.

"From the survey we see the younger generation of Chinese are happy to use novel ways to live up to the sustainability concept and protect the planet," said Cai Yanqing, founder of BottleDream. "They are poised to become the dominant force guiding green lifestyles and consumption in the future."

L'Oreal, as co-organizer of the survey, has just released its grand goal for sustainable development by 2030. It not only has pledged to transform itself as a company, with specific targets for reducing water use and waste, but also has confirmed that it will be helping its suppliers and even customers to reduce their impact on the environment.

The long list of pledges includes goals such as making 95 percent of all ingredients in formulas bio-based, derived from abundant minerals or from circular processes, as well as using 100 percent recycled or bio-based sources for plastic packaging by 2030.

Fabrice Megarbane, president and CEO of L'Oreal China, said the decision has been partially triggered by the novel coronavirus pandemic, which has meant beauty brands of all sizes have had to evaluate not only how they can recover economically, but also how they operate in general.

"The younger generation of consumers in China seek more than just products and brands. They also seek commitment of brands toward sustainability and the engagement to have a positive impact on the environment and society," Megarbane said.