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Klarna survey finds Boomers value sustainability more than Gen Z when shopping beauty brands

New research from Klarna, a leading global retail bank, payments and shopping service, revealed that 31% of Boomers value sustainability when shopping for beauty products. This is according to a recent survey of 15,000 shoppers across the US designed to identify how shopping behaviors within the beauty sector have changed as a result of the COVID-19 pandemic. Klarna’s data also revealed that 40% of Gen Z and 31% of Millennials say diversity and inclusion is the most important brand value to them when shopping for beauty products.

“Klarna’s beauty survey has uncovered new consumer insights and trends that beauty brands should keep in mind as they plan their strategies for the rest of the year,” said David Sykes, Head of US at Klarna. “For example, a key learning is that shoppers across all generations agree that brand values play a significant role in their purchasing decisions when shopping their favorite beauty items.” 


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