Examining sustainability communication in the global cosmetic industry
Exploring how cosmetic brands communicate sustainability and how transparency influences consumer trust across international markets
Hajar Alviri, Conestoga Social Innovation Lab
About the project
This research examined sustainability messaging used by cosmetic brands in Canada and India. By comparing industry-leading brands, fast beauty brands, and sustainability-focused companies, the study explored how organizations communicate environmental commitments and how consumers may interpret those messages.
The challenge
As sustainability becomes increasingly important to consumers, brands face growing pressure to communicate their environmental initiatives clearly and accurately. The project sought to better understand how sustainability claims are presented and identify opportunities to improve transparency and credibility.
Approach
- Analyzed product descriptions and sustainability messaging from cosmetic brands in Canada and India
- Compared communication strategies across different types of brands
- Evaluated the transparency and clarity of sustainability claims
- Examined the prevalence of unsupported or potentially misleading environmental messaging
- Explored the influence of national contexts on sustainability communication practices
Results
- Identified differences in how brands communicate sustainability across markets and business models
- Found that sustainability messaging often varies in transparency and level of detail
- Highlighted opportunities to improve the credibility of environmental claims
- Generated insights into consumer trust and sustainability communication practices
- Established a foundation for future international comparative research
Why it matters
This research contributes to a better understanding of sustainability communication and responsible marketing practices. The findings help:
- Inform organizations seeking to communicate sustainability more effectively
- Support greater transparency and accountability in environmental claims
- Enhance consumer awareness and trust
- Provide insights for policymakers and industry stakeholders
- Guide future research on sustainability communication across global markets