Male consumers more interested in sustainability during COVID-19 pandemic, finds global survey

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (Kristina Ratobilska)
© Getty Images \ (Kristina Ratobilska)

Related tags Sustainability men's grooming razors grooming

P&G’s razor and personal care brand Gillette announced a 2030 sustainability plan this week and simultaneously shared data from a survey of 5,000+ men across 11 countries conducted in partnership with Lucid.

“The new data reveals that this unprecedented time has deepened men’s commitment to preserving the planet for the next generation,” ​says Alessandra Dolfini, Global Senior Vice President, of Gillette, in her remarks to the press when the company’s survey findings were released this week.

Gillette sustainability survey highlights how the brand can best align with male consumer expectations

The survey included approximately 500 men (between the ages of 18 and 50) from each of these countries: the US, Canada, Brazil, the UK, Spain, Italy, France, Germany, Russia, South Korea, and Japan.

The survey was conducted between May 25 and June 10 of this year; and results show 54% of men “care about sustainability now more than ever.” ​It also found that 58% of men consider “plastic waste in the environment is a very important issue.”

But notably in men’s view, sustainability seems to be a concern for the future or for people in other places or another time: “Most consider sustainability to be more important to future generations (66%) rather than people today (34%), their own personal future (64%) rather than their life right now (36%), and the global economy (69%) rather than their communities’ businesses (31%),”​ explains this week’s media release about the Gillette 2030 sustainability plan.

As Dolfini frames it, “men are committed to advancing environmental sustainability for the long-term good of the planet and people.” ​And following from that “Gillette’s mission is to provide men with the best possible grooming products in a way that also protects the future of the world around us,” ​she says.

New sustainability goals from Gillette span ingredient transparency, energy, waste, and empowerment

This week’s announcement from Gillette states that the brand is aiming for 100% recyclable packaging by 2030. And that products with fully recyclable packaging as well as razors with handles made from post-consumer recycled materials will come to market in 2021.

Also among the brand’s new sustainability goals are the following:

  • “Inspire men to feel empowered and confident in all aspects of their lives, and continually work to drive change so that all men can look, feel and be their best”
  • “Provide 100% transparency about the ingredients in its formulas”
  • “Use 100% renewable purchased electricity”
  • “Maintain ‘Zero Waste to Landfill’ status across global network of plants”

Dolfini summarizes the brand’s new sustainability saying, “From addressing waste to reducing water consumption, Gillette remains committed to our goals in areas that are a priority for our customers – as well as other critical challenges across the supply chain, including reducing emissions, sourcing responsibly and ensuring ingredient transparency across the board.”

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