In a pandemic-stricken world, beauty companies are acknowledging that caring for the planet means caring for people, and vice versa.
“I don’t think it’s either-or,” said Wendy Liebmann, chief shopper at WSL Strategic Retail. “We’re already seeing [in our research] that [consumers care] very much about [companies] taking care of people — your people and your customers and also caring for the community and in the broader sense, taking care of our world and making sure we are protected.
Right now, it may seem as though sustainability efforts are being dialed back. Parking lots and sidewalks across the U.S. are littered with disposable gloves and masks, and grocery stores have rolled back plastic bag bans. At a Giant Eagle-owned grocery store in Indiana this week, signs were posted at cash registers that a rewards program for bringing in reusable bags was being temporarily discontinued, and use of plastic bags was encouraged.
Some consumer packaged goods executives say they expect consumers to be much more focused on the way companies are taking care of people, not the planet, in the wake of the pandemic. Preventing the spread of germs and disease is likely to take precedence over practicing environmentally friendly habits.
Japan-based Kao has long had a corporate culture imbued with taking care of humans and the environment equally, and seeing the two as interconnected. The company’s ESG platform, Kirei Lifestyle Plan, aims to achieve a series of sustainability initiatives by 2030. While some of the plan involves reducing plastics and waste, Muenz said about two-thirds of the goals deal with social issues rather than environmental.
Environmental sustainability was a priority for Unilever in 2020, and while those launches are still slated, the company is doubling down its efforts on social causes. “It’s a super-dynamic time for everyone, facing the reality that we’re living in a new world,” said Bracey. “Some needs are fundamentally unchanged and we’re feeling more responsible and committed to being of service.”
Dove also pivoted its Real Beauty campaign, which is focused on raising self-esteem and body positivity on women, with a TV ad focused on honoring medical workers on the front line.