L’Oréal is growing their sustainability efforts to reach Gen Z consumers. The beauty brand is doing their part to combat climate change by being the “founding donor of The Recycling Partnership’s recently launched Small Town Access Fund (STAF), which supports recycling programs in U.S. towns with less than 50,000 residents.” L’Oréal is also ensuring that they provide millions of families with the proper education on how to recycle and the various kinds of recycling facilities. The company realized that not only does Gen Z want to buy from sustainable brands, but they also want to work for companies that align with their interests and values. YPulse research shows that Gen Z wants brands to create more eco-friendly products (58%) and packaging (57%) as well as educate consumers on being eco-friendly (41%). (Fortune)
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