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In an era when global concerns about the environment are growing, the role of consumers, especially the Gen Z demographic, has come into focus. With their unique values and purchasing behaviors, Gen Z consumers wield significant influence in shaping the business landscape. In this article, we'll delve into the reasons why businesses must wholeheartedly embrace sustainability to cater to the preferences of this powerful consumer segment.
Understanding Gen Z: Values and Expectations
The next generation is being raised in a world where climate change, social justice, and other ethical concerns are at the forefront of public discussion. This has created a generation of consumers who are uniquely motivated by sustainability and ethical practices.
Having grown up around the internet, Generation Z has come to expect technological solutions throughout their lives, including their shopping experiences. Businesses that deliver interactive experiences and virtual try-on technology attract and engage these digital natives more effectively than brick-and-mortar stores that still rely solely on traditional sales techniques.
The Sustainability Revolution
More and more of today’s businesses are realizing that sustainability is the modern secret to success. A variety of sustainable practices continue to gain popularity among both businesses and consumers, including ethical sourcing of materials, eco-friendly shipping, and virtual try-on software.
Although the sustainability benefits of virtual try-on technology may be less obvious than those of using recyclable materials and electric delivery vehicles, this type of software may have more of an impact than one might guess. The environmental benefits of virtual try-on solutions include reduced emissions from consumers traveling to brick-and-mortar stores or returning items that look different on them than they originally thought, as well as reduced waste stemming from products that are bought but never used for similar reasons.
Gen Z: The Driving Force Behind Sustainable Businesses
More than previous generations, Gen Z emphasizes sustainability and transparency in its purchasing practices. Many members of this generation are willing to spend a little extra money to ensure that their products are produced, sold, and shipped via environmentally friendly and socially ethical systems. Not only do they engage in these sustainable practices on their own, but they also encourage their friends, family, and even strangers on social media to follow the same practices.
Businesses seeking to cater to the next generation of consumers are transitioning to more sustainable practices, both for the increased profits and for the positive societal impact these changes can make. Many businesses take pride in reducing their carbon footprints and boast about their ethical hiring practices and material sourcing. Rather than celebrity endorsements and luxury branding, today’s shoppers are often more interested in how sustainable a business is and how its products are contributing to save the planet.
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The Symbiosis of Sustainability and Virtual Try-On Technology
The link between AI and sustainability may not be obvious at first, but virtual try-on technology can play a huge role in reducing a business’s carbon footprint and improving its eco-friendliness.
An integral part of shopping for clothing, jewelry, and cosmetics is the ability to try on a product and see how it fits before making a purchase. Until recently, this required customers to make a trip to a brick-and-mortar store, sometimes hours away if they’re from a rural area. Virtual try-on technology all but eliminates this need, allowing consumers both near and far to shop for products from the comfort of their own home. Although e-commerce has been around for some time now, the inability to “try before you buy” made many shoppers wary of online purchases. Now, consumers can see a T-shirt, bracelet, or shade of lipstick on their own body, without the emissions footprint that comes with traveling to the store.
When a customer sees how something will look on them, not only are they more likely to confidently make a purchase, but they’re also more likely to keep that item once it arrives. This is good for both customer satisfaction and the business’s bottom line.
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Product returns force a business to refund revenue it had already counted as profit, while also affecting its overall ecological impact. Factors such as the emissions associated with shipping the product both ways, as well as the packaging required to do so, which often ends up in landfills, add to the business’s carbon footprint. Ordering a product they already know they’ll be happy with, on the other hand, makes consumers more satisfied with both their purchase and its minimal environmental impact.
Furthermore, by allowing customers to digitally try on products, whether it's clothing, eyewear, or cosmetics, brands are dramatically reducing the need for physical samples. This not only cuts down on waste but also minimizes the carbon footprint associated with manufacturing and shipping these samples. The virtual try-on technology also plays a pivotal role in optimizing sampling programs. By seamlessly connecting consumers with the right product samples, it ensures that no excess or ill-fitting items are sent their way. Thus businesses can be more eco-conscious while offering consumers a more convenient and immersive shopping experience.
Challenges and Considerations
There are, of course, a few challenges and considerations involved in updating a business’s practices to emphasize sustainability. First, businesses should keep in mind that sustainability makes up only half of Gen Z’s top values. The other half? Transparency.
Many among this generation abhor deception, from businesses especially. And one egregious act of deceit is what’s known as “greenwashing.” This is when a company fabricates or overstates their minimal or inconsistent changes in order to label its products as "eco-friendly" on a technicality. This may seem like a good idea to some executives, since it’s technically true in many cases, and probably less difficult to do. However, if Gen Z finds out a company has greenwashed its products in the name of marketing, it can be that business’s downfall. Generation Z consumers have been known to boycott and publicly call out companies engaging in this unsavory practice.
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Accessibility also needs to be considered with virtual try-on tech. It’s important to ensure the software is accessible and inclusive for all customers, regardless of their technological limitations. It should work on both desktops and mobile devices, and it should account for things such as physical differences or mobility devices when showing how a product will fit.
Perfect Corp.’s virtual try-on software is a sustainable solution that's accessible to all consumers. It integrates seamlessly with a business’s web infrastructure and enables users of all shapes and sizes to see how a product will suit them before committing to a purchase.
Sustain Gen Z Sales With Perfect Corp.’s Virtual Try-On Tech
By emphasizing sustainability and transparency in their purchasing practices, Gen Z consumers are changing the business landscape. Businesses that want to thrive through this generational transition must prioritize sustainable practices in order to keep up. One such sustainable tool businesses can take advantage of is Perfect Corp.’s virtual try-on software. It reduces a business’s carbon footprint and increases customer satisfaction in the process, making it a win-win for both retailers and consumers.
Get expert advice from Perfect Corp. and be part of the beauty tech trend. Contact us for details on beauty tech solutions trusted by 600+ brands globally.
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