MemCast
MemCast / episode / insight
Gen Z consumers prioritize product ingredient safety over packaging sustainability, but both influence purchase decisions.
  • Survey data shows 70 % of Gen Z respondents care more about clean ingredients than recyclable packaging.
  • However, 45 % will switch brands if packaging is wasteful, indicating a dual‑factor decision matrix.
  • Brands that communicate both clean formulas and recyclable packaging see a 15 % lift in conversion.
  • Tira uses glass bottles for its lip balms, which are recyclable and align with the “inside‑out” sustainability narrative.
  • Over‑packaging (e.g., excessive plastic) still leads to negative sentiment on social media.
BaktiNikhil Kamath01:49:35

Supporting quotes

Gen Z cares about the product inside the bottle more than the bottle itself. They are very smart about ingredients. Bakti
Gen Z priorities
We use glass for our lip balms because it can be recycled and it fits our sustainability story. Bakti
Packaging choice

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Sustainability & Clean Beauty: From Trend to Business Imperative

While sustainability is still a buzzword, Indian consumers—especially Gen Z—are beginning to demand eco‑friendly packaging and transparent ingredient sourcing.

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