US brands face rising consumer demand for sustainability, says Mintel report

As climate-related issues intensify, Mintel's recent report highlights the increased demand for environmental responsibility from US consumers, challenging brands to innovate. The report also reveals that American beauty and personal care shoppers expect companies to prioritize sustainability and lead the way on environmental issues, and industry players are responding with groundbreaking initiatives.

We spoke to Clare Hennigan, Mintel’s Principal Analyst for Beauty and Personal Care, and she shared her insights on the evolving landscape of sustainability in beauty, emphasizing how brands are adapting to consumer expectations.

Brands taking the lead in environmental responsibility

In a notable shift, US consumers are turning to brands to spearhead environmental action. “Fifty-seven percent of Americans expect brands to take the lead in addressing environmental issues,” Hennigan highlighted, underscoring that consumer reliance on corporations now often surpasses their faith in governmental intervention.

Furthermore, she noted that “forty-one percent of Americans agree that companies can do more than governments to change the world,” illustrating a shift in consumer perspective that places the responsibility on brands to enact tangible change.

Beauty and personal care brands are rising to the occasion by rethinking their product development processes. Hennigan pointed out that companies are “investing in green chemistry practices and seeking innovative methods to reduce waste at every stage of the product development cycle.”

This approach not only speaks to sustainability but also aligns with consumer calls for brands to minimize their environmental impact.

Impact of climate disasters on consumer behavior

Climate disasters, increasingly common in the US, are significantly influencing consumer purchasing behavior. According to Mintel’s findings, fifty-four percent of US adults agree that recent climate-related events have strengthened their resolve to make sustainable choices in their beauty routines.

This shift has pushed brands to think more critically about their role in supporting eco-conscious consumers.

“Climate-adaptive beauty has garnered interest due to the growing awareness of climate-related dermatology issues,” Hennigan explained, referencing the adverse effects that events such as heatwaves, humidity spikes, and pollution have on skin and hair health. She noted that this awareness would likely drive future demand for products specifically formulated to counteract these impacts as a new frontier for the industry.

Innovation in sustainable ingredients and packaging

Brands are increasingly turning to sustainable sourcing methods and ingredient alternatives that balance environmental responsibility with performance. Hennigan shared that “using biotech ingredients, which are often better for the environment and enable greater supply chain transparency,” has become a popular approach among leading brands.

Additionally, the adoption of concentrated formulas has reduced the need for excess water and minimized packaging waste, helping to lower overall transportation emissions.

Incorporating eco-friendly agriculture practices also plays a crucial role. Regenerative farming and sustainable fishing practices are emerging as influential factors in ingredient sourcing, as brands explore methods to restore natural ecosystems. “Regenerative agriculture aims to restore soil to its naturally healthy state,” Hennigan explained, adding that “this method can lead to optimal conditions for plant growth, which could improve the overall quality of the crops.”

Brands like Eclo and Marin Skincare have already started incorporating ingredients from regenerative practices, setting an example of how sustainable sourcing can enhance product integrity and support environmental recovery.

The role of transparency and accountability

US consumers are increasingly demanding transparency from brands regarding their environmental impact. This shift towards accountability requires brands to be more open about sourcing and production processes.

“Consumers are wary of greenwashing tactics—underscoring the need for brands to be transparent when communicating sustainability efforts,” Hennigan advised. To address this, brands are earning third-party certifications and seals of approval to lend credibility to their claims and build consumer trust.

Future outlook: Aligning performance and sustainability

The challenge for beauty brands going forward lies in balancing product efficacy with environmental responsibility. As consumers continue to seek high-performance products, they are also scrutinizing brands’ environmental impact more than ever.

According to Hennigan, “as extreme weather events continue, demand for products that counteract the impacts of climate change on the skin and hair will grow.” By focusing on transparency and prioritizing sustainable innovation, the industry has a unique opportunity to meet these dual demands.

In closing, Hennigan advised brands to “highlight tangible steps toward improvement and be honest about hurdles,” emphasizing that transparency is key to resonating with the modern, environmentally conscious consumer.