“The survey has uncovered new consumer insights and trends that beauty brands should keep in mind,” ... [+] said David Sykes, head of Klarna U.S. gettyWhen it comes to shopping for beauty, new research finds that some Baby Boomers value sustainability more than Gen Z, while Gen Z puts diversity and inclusion at the top of their list. Klarna released the findings Tuesday, the first time the global retail bank and shopping service conducted the survey, created to see how beauty shopping trends have shifted post Covid-19. The survey polled 15,000 shoppers in the U.S. ages 18 and over in February; participating age groups included Gen Z, 18 to 24; Millennials, 25 to 40; Gen X, 41 to 56; and Baby Boomers, 57 to 75. The survey found that 31% of Baby Boomers favored sustainability when shopping for beauty products, compared to 19% of Gen Z consumers. The survey showed that Gen Z were the most likely to return to physical stores once they obtain the Covid-19 vaccine, followed by Millennials and Gen X.

Source: Forbes March 30, 2021 18:07 UTC