As a result, Sephora has undertaken extensive research into the areas in which its customers feel underserved, such as diversity. Upon discovering that three in four retail shoppers feel that marketing imagery fails to showcase diversity in various characteristics like hair texture, skin tone, and body type, Sephora committed to ensure that 15% of its social and digital content features Black-owned brands. In order to extend its commitment, the company has also backed the ’15 Percent Pledge’, ensuring that 15% of its store shelf space goes to prestige Black-owned companies.
By not only bringing attention to a prevalent issue in retail, but taking steps throughout its business to challenge it, Sephora has proven that it is truly purpose-driven. In turn, it is perhaps more likely to attract the 57% of consumers who are more loyal to brands that commit to addressing social inequities in their actions.
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Ethical and sustainability issues remain a key driver for almost a third of consumers, says Deloitte, with this proportion of shoppers claiming to have stopped purchasing from certain brands due to their concerns. Additionally, amongst those UK consumers who have chosen brands that have environmentally sustainable or ethical practices or values in last 12 months, 43% say they value brands that produce sustainable packaging and adopt circular practices.
Brands are responding to the consumer demand for sustainability through recommerce, or online clothing resale, which itself is generating significant growth. According to Cowen, recommerce is expected to account for 14% of the apparel, footwear, and accessories market by 2024 – up from 7% in 2020. The pandemic has seemingly accelerated the shift to secondhand, with many buying less new clothing during lockdowns. This trend looks set to continue, too with 42% of all consumers and 53% of millennials and Gen Z saying they’ll spend more on secondhand in the next five years.