Cutting jargon, not forests: Industry leaders reveal sustainability strategies

13 Jun 2023 --- In a world increasingly conscious of climate change, consumers and businesses find themselves bombarded with a dizzying array of policies, commitments and advertisements related to sustainability. How can they cut through the jargon in this landscape and make truly informed choices?

PersonalCareInsights sits down with Cargill, International Flavors & Fragrances (IFF), Lignopure and Univar Solutions to unravel their sustainability strategies and explore how they effectively communicate with consumers to combat eco-fatigue. 

These beauty companies are placing a premium on environmentally sustainable ingredient sourcing, forging partnerships with suppliers to ensure responsible practices and embracing renewable and bio-based materials. Moreover, they are tackling packaging waste head-on by seeking “greener” alternatives like recyclable, biodegradable and refillable options.

Reducing their environmental footprint is also a top priority, with initiatives ranging from optimizing energy and water usage to adopting efficient manufacturing processes and embracing circular economy principles. Recognizing the significance of social responsibility, these companies emphasize fair labor practices, worker welfare and community engagement.

Transparency is key, as they provide clear information about their sustainability practices and certifications, empowering consumers with the knowledge to make sustainable choices. Collaboration and partnerships with industry organizations are also central to their approach, enabling the exchange of knowledge and fostering united efforts to tackle shared sustainability challenges.

Through these concerted actions, these beauty leaders strive to effect comprehensive sustainability transformations that encompass environmental, social and economic dimensions. Their ultimate aim is to forge a more sustainable future for the industry and the planet at large.

According to Lignopure, sustainability involves responsibly sourcing and utilizing natural resources.What does “sustainable” mean?
As a concept, sustainability can vary in interpretation among different organizations. 

According to Lignopure, sustainability involves responsibly sourcing and utilizing natural resources while implementing green practices and innovations to uphold future development, material quality and social and environmental responsibility. 

“We at Lignopure firmly believe that natural resources should be respectfully sourced and fully utilized without putting at risk the health of the environment and the well-being of every living organism in it,” explains Gabriela Meza Armenta, marketing and business development manager at Lignopure.

Cargill approaches sustainability in the personal care industry through its Cargill Beauty Promise. This strategy aligns with Cargill’s overarching sustainability priorities and aims to assist cosmetics actors in sourcing nature-derived, biodegradable ingredients from sustainability programs while prioritizing the well-being of individuals throughout the supply chain. 

Margaux Bihare, product manager for personal care at Cargill, outlines the three pillars of the Cargill Beauty Promise. Firstly, the company is committed to sourcing raw materials from responsible supply chains, emphasizing traceability and respect for people and the environment. 

Secondly, it is dedicated to designing more sustainable ingredients by offering nature-derived, biodegradable, and COSMOS-compliant options to enable customers to create sustainable formulations and cosmetic products. 

Lastly, Cargill takes a holistic approach, empowering all individuals they collaborate with, including suppliers, employees and consumers, while ensuring they are treated with respect and given growth opportunities. 

Through these pillars, Cargill aims to reduce its environmental impact, safeguard people and promote the use of sustainable and responsibly sourced ingredients in the personal care industry.

IFF views sustainability as a deep commitment to its extended communities, supporting customers in achieving their sustainability goals and reducing the company’s operational environmental footprint. Cargill approaches sustainability in the personal care industry through its Cargill Beauty Promise.

“We put our robust innovation pipeline to work, and we’re constantly evaluating how products align with IFF’s sustainable development strategy and that of our customers. Circular by design – and taking the entire life cycle of a product into account – our sustainable solutions anticipate and support customer needs while responding to the growing trends of conscious consumerism,” Renee Henze, VP of global sustainability at IFF, explains.

Meanwhile, Univar Solutions defines sustainability as meeting present needs without compromising the ability of future generations to meet their own needs. 

The company has established eight sustainability goals, including climate action, resource use, safety, diversity, community engagement and sustainable sourcing. In the beauty and personal care industry, Univar Solutions assists customers with sustainable ingredients through their Sustainable and Natural Product Framework. 

The company aims to meet emerging sustainability demands and provide safe and environmentally-friendly options. Kelly Gilroy, VP of sustainable and natural products at Univar Solutions, refers to the definition of sustainability by the United Nations Brundtland Commission in 1987, stating: “This definition stands the test of time and is the starting place for us.” 

“We have created a Sustainable and Natural Product Framework to enable productive communication regarding sustainability at the product level to support our customers with emerging sustainability demands, who are asking ‘what ingredients are sustainable?’”

Minimizing eco-fatigue
Eco-fatigue, the overwhelming sense of being desensitized to environmental issues and sustainability messages, is a challenge that needs to be addressed through effective communication, according to experts. The four companies unanimously emphasize the importance of combating eco-fatigue and inspiring positive environmental action.

IFF views sustainability as a deep commitment to its extended communities.“Consumers are a big part of this amazing change; without them, brands and governments would not feel as much pressure to make feasible changes in many industries,” says Armenta. 

She emphasizes the role of consumers in driving sustainability and encourages their active participation. “Companies should engage their consumers in environmental activities and make them feel part of the change,” she adds. “Showing them the long-term impact of their product choices can encourage and reveal the big picture.”

Bihare at Cargill highlights the need for clear and credible communication to avoid confusion or misleading messages. 

“Novel ways to communicate sustainability that are widely accepted by consumers include the convenience of eco-scores like those providing nutritional information and QR codes,” Bihare explains. 

“Appealing to the ‘human element’ of social benefits is also something that resonates. For example, the Cargill Beauty Sustainable Innovation Score is communicated to customers via a letter from A to E and a color code.”

IFF underscores the significance of aligning with recognized third-party environmental and social responsibility organizations and certification programs to communicate sustainability efforts effectively. 

“We partner with our suppliers and invest resources to achieve certifications for strategic supply chains,” says Henze. “Underscoring our commitment to responsible sourcing, ingredient certifications support the conservation of natural resources and improvement in the livelihoods of farmers and workers involved in our supply chain. In recent years, we have expanded our offerings of certified ingredients.”

Similarly, Univar Solutions’ Sustainable and Natural Product Framework simplifies and streamlines the communication of product sustainability. “The Sustainable and Natural Product Framework was designed to provide customers with product sustainability data in a transparent, consistent and simple manner,” explains Gilroy. 

“Each sustainable product characteristic is supported with data from our suppliers, often third-party accredited. Our goal is to make it easy for customers to find, evaluate and eventually purchase sustainable products.”

Need of the hour
Bihare makes it clear that sustainable practices have transitioned from being a mere luxury to a fundamental requirement in today’s industry. She asserts, “We can no longer develop new ingredients without considering their environmental impact. We know that some planet boundaries have already been overshot. Fossil feedstocks for ingredients, for example, are linked to global warming. That’s why sustainable development is key when launching new products.”Univar Solutions created a Sustainable and Natural Product Framework to enable productive communication regarding sustainability.

Modern-day consumers are increasingly proactive in researching and being well-informed about the beauty products they choose. They demand transparency regarding the product’s origin, production methods and ingredients, while ensuring that it aligns with the welfare of both people and the planet. 

Recognizing the importance of maintaining or regaining consumer trust, personal care manufacturers prioritize the development of a strong narrative behind their brands. 

“Building a strong story behind their brands is, therefore, a key priority for personal care manufacturers to maintain or regain consumers’ trust,” states Armenta.

“Innovation is the base that can drive sustainability by enabling solutions for environmental challenges.” This highlights innovation’s critical role in seeking solutions for environmental and social sustainability challenges.

Taking action is the pressing need emphasized by Univar Solutions. Gilroy underscores the importance of setting and achieving sustainability goals and collaboration with stakeholders to sign up for success. 

“To achieve the UN Sustainable Development Goals by 2030, we must all establish and achieve our own sustainability goals. Once you begin the process, you will quickly learn that you cannot achieve your goals without the collaboration of your stakeholders – suppliers, customers, governments, banks and non-profit organizations.” 

Gilroy emphasizes that collaboration within the value chain is crucial for energizing and making noticeable progress toward sustainability.

According to the four companies, the beauty industry recognizes that integrating sustainable practices, considering environmental impacts, building consumer trust, fostering innovation and promoting collaboration are imperative in addressing sustainability challenges and forging a more sustainable future. As the industry evolves, these principles become essential cornerstones for success.

By Radhika Sikaria