In recent years, beauty brands have been placing a strong emphasis on expedited holiday delivery to customers, with a critical objective of ensuring shipments were made within 1-2 days. This holiday season, brand priorities are expected to evolve in response to shifting consumer demands. Consumers are waking up to the environmental impact of plastic packaging, which amounts to over 140 million tons annually. They are now considering this factor when making purchasing decisions.
 
In our recent consumer survey, Radial found that 57% of respondents prefer brands that use eco-friendly packaging and shipping. Interestingly, this eco-friendly focus surpasses the importance of other green efforts like sustainable materials or ethical sourcing. Additionally, the survey uncovered a 15% decrease in expectations for two-day delivery compared to last year, suggesting changing priorities. Around 37% now find 3-5-day delivery acceptable, and 35% are comfortable waiting a week for their orders. 
 
These findings signal an opportunity for beauty brands to leverage this preference in differentiating themselves through sustainable packaging. Previously, it was all brands could do to keep up with the rising customer expectations for fast shipping. Now, however, it looks like they are willing to wait if it means they can ensure their role as a conscious consumer. 
 
Taking a business strategy approach to sustainability can help skeptics understand its importance. There is an opportunity for beauty brands to stand apart from the crowd through sustainable packaging and gain market share. The global packaging industry is expected to grow to $1.33 Trillion by 2028, while the green tech and sustainability market is projected to reach $61.92 billion by 2030.
 
By embracing sustainable practices and tapping into the growing markets of green technology and sustainable packaging, beauty brands can not only fulfill their corporate responsibility, but also improve profitability and build a loyal customer base. This holiday season, beauty brands can connect with their customers by showcasing their commitment to the environment and the causes that drive customer loyalty. 
 
About the Author
Matt Barr is VP, Marketing x Product @ Radial Inc.