Consumer attitudes towards beauty brands 2023, by generation
In a survey conducted in March 2023 among consumers worldwide, 46 percent of Gen Z respondents claimed that they were willing to pay more to buy beauty products from a sustainable beauty brand. For comparison, only 25 percent of Baby boomers stated the same. Moreover, 57 percent of Millennials were willing to pay more for a high-quality beauty product, as compared to 44 percent of their younger Gen Z counterparts.