The British Beauty Council report on Gen Z’s “manifesto for change” highlights that younger consumers are pushing beauty brands to go beyond superficial marketing and take meaningful action on sustainability, demanding tangible progress on environmental issues such as waste reduction, transparent sourcing and climate impact.

The manifesto reflects a broader shift where Gen Z expects companies to embed sustainability into their core business practices rather than treat it as an optional extra, stressing that brands must support consumers in making more sustainable choices and back up their claims with credible evidence. This reflects a growing influence of socially conscious values on purchasing behaviour and industry expectations.