Store customer

In surveys, many people say they’re willing to spend more money for products that are good for the earth.

Palt: “Wherever you ask them – in Europe, in the U.S., in Brazil, all around the world – citizens say yes we want more sustainable companies. We are ready to make sustainable consumption choices.”

But Alexandra Palt of the cosmetics company L’OrĂ©al says that when they’re shopping, people often do not follow through.

Palt: “When you go to a department store to buy a lipstick, beauty product, you kind of do that with another part of your brain, which is a pleasure part.”

She says that part of the reason is that making smart environmental decisions is sometimes viewed as a sacrifice, rather than a pleasure.

She hopes that companies in the beauty industry can help shift that perception – both by improving their environmental practices, and by marketing their sustainable products as luxurious and indulgent.

Palt: “Sustainable products are at least as desirable, as beautiful, as glamorous as are non-sustainable products – they have to be even more. And so the narrative has to be positive. The world we are heading to – if it is a sustainable world – it’s going to be beautiful.”

Reporting credit: Sarah Kennedy/ChavoBart Digital Media.