Choose the right ingredients and innovation for desired impact and claims
Consumers want to know what is inside the products they use. Beyond the intrinsic nature of ingredients, they also want to understand the environmental and social impact, in full transparency and trust. Brands can commit to sustainable and responsible sourcing of ingredients, whether they are natural, derived or synthetic. Brands can demand a lifecycle analysis of their palette to review carbon and water footprint, impact on ecosystem, and on human health. The production process of ingredients, from the very start of the value chain, can be disclosed to the consumer so they feel confident in their choice of products. They want products that not only add personal value, but also benefit the communities involved and the planet at large.
