Sustainability claims must be backed by evidence . Look out for unregulated buzzwords like organic or recyclable . ingredients harm users and damage ecosystems . Look for components that minimize harm : Coconut oil currently ranks as a more sustainable ingredient than palm oil , for example , due to less production-related deforestation .
2 . Positive third-party opinions can suffice for smaller-scale brands with limited funds for certifications . Respected publications sometimes highlight brands for sustainability efforts . Beyond the popular press , check customer reviews , sustainability industry awards and reliable environmental , social and corporate governance ( ESG ) data . Helpful databases and label-scanning apps include Think Dirty , Shop Clean and Cosmetic Ingredient Review .
3 . Transparent communication will demonstrate a company has nothing to hide . Knowing how and where a
product was made and its ingredients will make it possible to discern sustainability . True sustainability considers a product ’ s entire life , from production to circumstances after use .
4 . A commitment to using natural , sustainably sourced ingredients free from toxins like PFAS —“ forever chemicals ”— is a brand ’ s recognition that toxic
Sustainability claims must be backed by evidence . Look out for unregulated buzzwords like organic or recyclable . ingredients harm users and damage ecosystems . Look for components that minimize harm : Coconut oil currently ranks as a more sustainable ingredient than palm oil , for example , due to less production-related deforestation .
5 . General sustainability practices are part of the culture and mission for many companies . l Minimal packaging that is recyclable , compostable or reusable — like paper-based lipstick tubes — is an important sustainability practice . Resources like Recycle Coach can help consumers ensure companies ’ sustainability efforts don ’ t go to waste ( literally ). l Sustainable sourcing includes ingredients and packaging , along with where and how companies make their products . Ethical sourcing of labor is also a critical element . Fair trade products , and those that use Forest Stewardship Council-certified cardboard in packaging , are worth researching . l Low carbon emissions are an indicator that brands are using resources such as reliable tracking and technology to minimize shipping impacts . Verify these claims and consider shopping small and local . l Circular business practices aim to extend the life of products and decrease environmental impact , with a goal of sustainable production , re-use and regeneration . Refillable products and packaging returns , for example , can significantly reduce waste while increasing customer loyalty . l Actions “ above and beyond ” include earth-friendly policies from truly conscientious companies that go further by donating profits , investing in grassroots organizations and incentivizing consumers to donate to well-regarded , charitable groups . Support companies using their power for good !
Consumer demand can be a virtuous cycle : Their calls for sustainability prompt systemic change . It ’ s not just about buying sustainably today — it ’ s about taking action so that , in the future , sustainable options become the industry standard . n
CITATIONS : World Economic Forum : https :// www . weforum . org / agenda / 2022 / 03 / generation-z-sustainability-lifestyle-buying-decisions / Carbon footprint : https :// www . clf . org / blog / the-truth-about-carbon-footprints / https :// www . theguardian . com / commentisfree / 2021 / aug / 23 / big-oil-coined-carbon-footprints-to-blame-us-for-their-greed-keep-them-on-the-hook
Heather Bowen Ray Consulting intern SHIRA NATHAN is an award-winning young journalist who enjoys covering issues ranging from social justice and the environment to fashion and pop culture . Heather Bowen Ray Consulting is a well-being brand consultancy focused on helping industry leaders and marketing teams enhance profitability while improving effectiveness . | heatherbowenray . com .
FEBRUARY 2025 n PULSE 31