weDo/ Professional, the Wella Company’s eco-ethical, professional brand, has undertaken a nationwide poll of 2000 people to understand ethical shopping habits with a particular focus on beauty with interesting findings.

The poll revealed sustainable shopping can be influenced by price, age, labelling and claims:

• 57% of those surveyed consider themselves to be a sustainable and ethical shopper, with 62% claiming this has become even more important to them in the last five years.
• 63% would always buy free-range eggs, despite it being more expensive than those from battery hens.
• However, only 28% buy more expensive beauty products to ensure they are cruelty-free, with 61% struggling to tell if hair and skincare products are ethical from the packaging.
• While 55% don’t usually check the eco-credentials of make-up and haircare as they feel they have ‘no choice’ but to buy items that aren’t sustainable and animal friendly.

The study also found that younger adults are leading the way when it comes to ethical shopping:

• More than two thirds (67%) of 25–34-year-olds consider themselves to be sustainable shopper compared to just 48% of pensioners.
• 40% of younger adults would refuse to buy shampoo or conditioner which wasn’t ethically and sustainably produced, while just a quarter of 55-64-year-olds said the same.
• It also emerged one in five 25–34-year-olds consider the sustainability credentials an important factor when choosing a hair care product compared to just 14% of over 65’s.

To find out more about shopping sustainably and the psychology behind it, please visit wedoact.com.