Willingness of Gen Z to buy from non cruelty-free brands in the UK and U.S. 2021

Published by
Dominique Petruzzi,
Dec 16, 2022
In 2021, 50 percent of surveyed Generation Z respondents in the United Kingdom and the United States asserted that they would not buy products from skincare brands that are not certified as cruelty free. Only 12 percent of the respondents replied that they would.

Would you purchase from a skincare brand that was not certified as being cruelty free?

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Release date

June 2021

Region

United Kingdom, United States

Survey time period

May to June 2021

Number of respondents

1,000*

Age group

14 years and older

Special properties

Generation Z consumers

Method of interview

Online survey

Supplementary notes

* 59 percent of the respondents were located in the U.S, 39 percent in the UK and 2 percent in other countries.
95 percent of respondents identified as female, 2.8 percent as male, 0.7 percent as non-binary, and 1.5 percent preferred not to say or identified differently.

The survey was carried out via Instagram.

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