Theoryof
Change Kate Bennett & Elizabeth McPhail
Contents Context
4
Current Situation
6
Theory of Change Vision Pathways to change Audience Mindset & posture New ways of designing
8 10 11 12 14 15
Intervention App overview Rating system
16 16 18
App design Wireframes Visual style App screens
20 22 24 26
Stakeholders
30
Feedback loops Consumer pressure works Social media Advertising
32 32 34 36
Measuring impact
38
What comes next?
40
Theory of Change // Beauty for Good
Personal care and beauty products account for a third of all landfill waste.
4
Context Taxonomy of personal care & beauty products
In New Zealand “approximately 252,000 tonnes of plastic waste” ends up in landfill each year.1 With the “current population trend… the annual amount of waste disposed to landfills will almost double within 10 years in Auckland alone.”2 Waste is a major problem in New Zealand and Landfills are not the answer. They have a negative effect on the environment, resulting in polluted groundwater, loss of biodiversity and decreased soil quality3. On a more local level “last year it was revealed Wellington households were among the worst recyclers in New Zealand.”4 Some estimates say personal care and beauty products account for a third of all landfill waste. With a new generation of makeup and skin care consumers who are educated by social media, consumption has increased significantly.5 “Kiwis buy a MAC lipstick… every two minutes, and a bottle of foundation every three minutes.”6 We carried out a taxonomy of makeup and skincare products, categorising them by their recycling information. We found that out of all of the cosmetic products only one had information about recyclability whereas almost all skincare products were recyclable. This indicated that within the cosmetic industry change is needed. 5
Theory of Change // Beauty for Good
Current situation Purchasing habits Consumers are driven by brands, product quality and trends over sustainability.7 There is a move towards natural products which is driven by health and wellness trends, consumers care lots about their own bodies.8 Products that have no animal testing or harmful ingredients more widely promoted than recyclable packaging.9 Products that are completely natural and sustainable are sometimes perceived as not as good as they are not mainstream or well known brands. People choose plastic containers over biodegradable options like cardboard as these are more available and accessible. Glass, card, bamboo, and bioplastics are available but are not widely used. In Wellington CBD, consumers currently purchase make-up & personal care products from supermarkets, pharmacies, Farmers, David Jones, Mecca, Beauty Bliss, The body shop, Lush, The Warehouse and online retailers. Retail assistants, point of purchase advertising, sales and loyalty systems encourage consumers to purchase extra products that they may not want and in turn become extra waste.
6
Current situation
Recycling processes There are many options for recycling in Wellington such as council rubbish collection, tetra-cycle, soft plastics recycling at some supermarkets10. Some companies have incentivised take back systems. These options exist but are underutilised by the general public. Suburban dwellers use the green council recycling bags, but many people don’t really know what can or cannot go in them, or how well they need to wash or prepare things to be recycled, e.g removing lids and separating parts. Alongside this, there is confusion between suburban and city living. The council information is not clear to the users11. Information isn’t easily available on the products to determine whether it is recyclable, and many products are designed in a way that is hard to take apart clean. This means that there is a lot of effort required from the consumer to know how to recycle properly and to make the effort to do it. Because of New Zealand’s smaller population, the majority of our plastic recycling is sent shipped overseas to be recycled12 which has a negative environmental impact. Many overseas recycling facilities have dangerous and unethical working conditions for employees.
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Theory of Change // Beauty for Good
Ultimate goal: No personal care & beauty waste going to landfill.
8
ULTIMATE OUTCOME
No personal care & beauty waste going to landfill. 2025
Consumers put pressure on companies to change their packaging through refusing to support unsustainable brands and are activists in the field.
Companies make more zero waste products put in place closed loop systems. Create guidelines to send to companies on ways to improve their sustainability & a rating system to monitor progress.
Pledge your support online campaign.
Use ‘influencers’ to change consumers perceptions of unsustainable brands.
Consumers only purchase sustainable products. “Ingredients are sustainable & not harmful, no animal testing & 100% recyclable packaging.”
Companies create recycling systems & update manufacturing processes. Regulate virgin plastic production & instate import laws around single use plastics.
Consumers empower and encourage each other to make sustainable choices. Create a loyalty system that rewards sustainable purchase behaviour & encourage consumers to share with their friends.
Create a resource for consumers to use when they are making purchase decisions.
2023
Consumers empower and encourage each other to recycle properly and become frustrated at what cannot be recycled, putting pressure on companies to change their materials.
2021
Create an online community & pledge your support campaign.
2019
Consumers use the current recycling facilities correctly and to their full potential.
Consumers consider sustainability factors when purchasing a product. Educate consumers on what can and can’t be recycled, and what happens when they don’t recycle correctly.
Consumers are aware of the effects of plastic waste and asses the recyclability of their current products.
Consumers are educated and become more mindful of their current recycling processes.
2018
Educate consumers on what really happens to the things they put in recycling.
Educate consumers on the recyclability of their products and the impact of plastic production & waste.
PURCHASING HABITS
RECYCLING PROCESSES
Consumers are driven by brands, product quality and trends over sustainability.
There are options for recycling but not many people know how to use them correctly.
CURRENT SITUATION
Personal care & beauty waste make up one third of all landfill waste.
NOW
Theory of Change // Beauty for Good
Theory of change Vision Our ultimate goal is for there to be no personal care & beauty waste going to landfill. Our vision is for all packaging in this industry to be part of a closed loop system. We want all products to be sustainable. Part of this is goal is for all consumers to be educated and motivated to recycle their waste correctly.
Sustainable Beauty
All ingredients are sustainable & not harmful, no animal testing & 100% recyclable packaging.13,14 There is a trend of sustainability in all product categories.15 Consumers are slowly becoming more aware of the ethical, environmental and health impacts of their purchases. The is movement is beginning with a focus on personal heath. Organic foods, clean eating and natural beauty have taken off.16 In the beauty industry, more companies are including natural ingredients and not testing on animals. This is a result of consumer pressure. We believe that consumer pressure can equally change the types of packaging companies use for personal care & beauty products. In the personal care section, haircare, skincare and bodycare products are generally recyclable and have recycling information on the packaging.17 The problem in this section is consumers not recycling properly. In the makeup category, the majority of makeup products are either not recyclable or not have any information about recycling. Even natural, cruelty free makeup packaging contains no recycling information on the packaging.18 To solve makeup packaging waste industry change is required. 10
Theory of change
Two pathways to change We have identified two pathways to reducing waste; changing consumer purchase behaviour and updating recycling processes. We want consumers to be passionate about the environment and feel empowered to make sustainable choices in their purchasing of cosmetics. We also want recycling processes to be in place to enable packaging to be reused, recycled or composted. This process should be straightforward to ensure consumers are motivated to follow through.
Purchasing habits Our theory of change works to empower consumers to make educated choices about the products they purchase. We believe that consumers hold the power to change the industry. Every purchase is a vote for the values they believe in. The first part of the campaign includes creating awareness about the issues of plastic waste in the personal care and beauty industries. Our aim is for consumers to feel a personal connection with the issue and therefore feel a need for action. We will then equip them with the tools to make informed decisions, put pressure on companies and become activists for change.
Recycling processes The second part involves ensuring that materials are properly recycled. This involves educating consumers about the recycling systems and how they should be used as many are using them incorrectly. This pathway goes on to suggest legislative change that bans the import of products containing virgin plastics. We believe this could be attained in a similar method to New Zealand’s stance on banning microbeads in products. 11
Theory of Change // Beauty for Good
Audience
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LOHAS
NATURALITES
What is their current mindset?
Aim to lead a sustainable life. Willing to try new products, brands etc, that are doing good things.
Trying to be sustainable but haven’t adopted it in every area of their life because they’re not sure how.
Values
Universalism Benevolence Self-direction
Universalism Benevolence Security
What are their current actions?
Spend time researching zero waste etc. Are willing to spend more time and money on sustainable solutions. Recycle and purchase products with minimal packaging.
Uses keepcup, reusable bags etc keep an eye out for more sustainable solutions but won’t go out of their way to find sustainable/ zero waste solutions.
What are the barriers?
They already do this and maybe make products at home. Preaching to the converted.
Lack of knowledge/ education Hard to find out information
Insights
This target segment may be a waste of resources/energy to target as they are already taking action.
This group would be good to target as they want to make changes but just don’t know quite how.
Theory of change
DRIFTERS
CONVENTIONALS
UNCONCERNEDS
Care but aren’t acting towards it because it isn’t convenient or they have more loyalty towards unsustainable brands.
Once everyone is doing it they will join. They do it because Everyone does. Believe they are doing their part.
Don’t think their actions will make a difference. Will only act when it’s the only option.
Universalism Benevolence Power & Conformity
Conformity Tradition Security
Hedonism Conformity Power
Still creating a lot of waste because of the convenience of single use plastic and loyalty to brands that use it. Tries their best to recycle plastic when it is an easy option.
Mostly use recycling facilities like curbside collection and blindly trust that is is all ‘recycled’ but really know what can and cannot be recycled. Won’t go out of their way to recycle things.
Using a lot of plastic, chucks everything into the general waste / landfill bin without thought. Sometimes recycles, but doesn’t care about what does into the bag.
Convenience & price Brand loyalty Trend led so long term change could be difficult
Don’t see the need Fear of change Convenience Set routines that are hard to break
Don’t care & don’t think they can make any difference Doesn’t directly affect them & don’t want to
This group would be good to target. Create the idea that it is the norm to care. Nurturing their intrinsic values which will result in long term change.
This group would naturally follow others. Once the system is the norm, they can be targeted. Do not start with this group.
Targeting this group would be a waste of time and resources. They don’t care.
13
Theory of Change // Beauty for Good
Mindset, posture & new ways of designing
Audience We are using the LOHAS framework to segment our audience.19 We will not be targeting consumers who fit into the LOHAS (Lifestyle of Health and Sustainability) category as they will already be using sustainable makeup. Our consumer groups are the Naturalites & Drifters.20 These two consumer groups are defined by their interest in sustainability, they currently participate in some sustainable practices but there is room for improvement. Naturalites are driven by personal and family health and wellbeing, where as drifters are lead more by trends. Both groups care about ethical and environmental practices but there is a gap between their values and their actions. Naturalites have values of universalism, benevolence and security, Drifters also have values of universalism and benevolence but are also driven by power in the form of social recognition and conformity.21 14
Theory of change
Mindset & Posture Beth My values that sit within the benevolence, self-direction and security categories. I have personal similarities to our audience (I would place myself at the lower end of the LOHAS category). I want to improve my personal behavior in this category. This is helpful as when designing for this group as I can draw on my personal experience. There are also ways in which my values differ from our audience. My values of self-direction link more to the LOHAS category, who spend time researching solutions to sustainability problems. It is therefore important not to assume that I am designing for myself.
Kate My values align similarly with Beth’s, likely because we come from similar backgrounds and live within similar contexts. I would identify my strongest values as benevolence, self-direction and universalism. My upbringing has tied me closely to the environment and I feel passionate about protecting it. However, I feel that I often am limited by my financial status or feel that I do not have time to do as much as I should. I feel that there are many people within the naturalites category that feel the same guilt about unsustainable choices but have the same preconception that it is too hard to make a difference. When designing, I need to understand that not everyone
New ways of designing Millennials dominate the beauty industry.22 They are most likely to start their product searches online even if they then purchase in store. Our potential design outcomes are mainly digital based. We intend to use social media to connect our audience with each other and to share information. Beauty purchases are strongly influenced by social media influencers so using the power that these people have to sway perceptions could be effective. Our campaign centres around harnessing the power of consumers to insight change within industry. This is shown to be effective through examples such as when microbeads were banned.23
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Theory of Change // Beauty for Good
Intervention: Beauty for Good App
16
Intervention
Track your impact
RESEARCH
Learn about how to recycle the product
Onboarded through social media See what brands people are talking about Browse products and learn about them
Pledge your support or lack of towards the brand
Request missing brands
DISPOSE
USER JOURNEY
Develop opinions on product
BUY Search for a brand on the shelf
Leave a review on product
Review saved products
See how other people are using it
USE
Share experience with social media
Look at product info and reviews
Overview The app is a resource that will be used to educate and empower consumers to make more sustainable cosmetic purchases. It is a tool that will facilitate both sustainable consumer behaviour and recycling practices. The app will also enable feedback loops for consumers to voice feelings about a company’s values. This will combine the force of consumer power so that companies begin to take notice. This will ultimately lead to industry action.
Why an app? The resource will take the form of an app. For the idea to be effective it must easily be able to be used on the go. Mobile phones are the most portable way to relay information, therefore an app is the obvious choice. In New Zealand 91% of 18-34 year olds own a smartphone24 so there will be very few barriers to accessing the resource. An app will also enable information to be stored offline on the phone so that it can be used even when no internet is available. Functions will include scanning barcodes & image product recognition software which would only work on a cell phone or tablet. 17
Theory of Change // Beauty for Good
2-4 Conventionals - Recycle sometimes. Convinced this is enough and they are ‘doing their part’.
1
2
3
4
5
1-2 Unconcerneds
4-6 Drifters
- Use the green recycling bags because they are free but don’t care about what they put in it.
- Aware of some of the issues of plastic waste - Care about animal testing - Follow trends, are sustainable when its ‘cool’ - Conform to social norms - Want to be more ‘green’ but don’t know how - Think that it is too hard - Influenced by social media - Likely to voice their opinions
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Intervention
INTERVENTION AIM - Move the ‘Drifter’ from a 4-6 to a 6-8. - Create strategies to overcome some of the perceived barriers and creatae new habits. - Use their desire to voice their opinion to provide feedback to companies.
6
7 5-7 Naturalites - Care about the environment and practice some sustainable behaviours. Driven by personal and family heath and wellbeing.
8
9
10
7-10 LOHAS - Practice zero waste behaviours when they can. - Spend time researching new ideas. - Driven by the environment and the wellbeing of the planet, animals and other people.
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Theory of Change // Beauty for Good
Rating System We have created a rating system based on existing global accreditations that consumers know and trust to build legitimacy through the app. To avoid any confusion or miss representation of brands we will be giving an overall rating. There will be five sections that companies will be assessed in. Users can filter with these values when searching with the app and find products that fit their values.
Cruelty Free “The Leaping Bunny remains the most trusted cruelty free certification for non-animal tested products.”25 To receive this certification, none of a company’s products or ingredients can be tested on animals. The Leaping Bunny certification process involves an independent audit, increasing the authenticity of the certification.
Recyclable in New Zealand Lots of products are made by fusing together different plastics. In New Zealand many of these types of packaging can not be recycled. Using product information from companies and the 1-7 recycling symbols we will assess whether a product can be recycled in New Zealand.26
Ethical Supply Chain “Products carrying the Fairtrade Mark are independently certified along the supply chain to ensure they have been sourced according to the Fairtrade Standards.”27 The Fairtrade symbol is known and trusted by consumers. 20
Intervention
Sustainable ingredients There is no one leading certification for sustainable ingredients. We will combine Enviro-mark’s environmental impact certification,28 the Bio-gro Organic certification,29 CarboNZero certification30 and RSPO’s sustainable palm oil certification31 to create a ‘sustainable ingredients’ rating. No Nasty Chemicals There is no current certification for ‘no nasty chemicals’.32 In New Zealand all cosmetics must contain a full list of the ingredients.33 Product ingredients lists will be individually assessed based on the Campaign for Safe Cosmetics ‘Red Lists’.34 This campaign is a project of Breast Cancer Prevention Partners based in the USA. Existing certifications that will be used for BeautyforGood’s ratings
21
Theory of Change // Beauty for Good
Wire frames & user-testing First round of wireframes
22
App design
Wireframes of the BeautyforGood app
User Testing We performed user testing in order to get feedback about the layout and navigation of the app to ensure that users could easily find the information they were looking for. Some key insights we got from the user testing process was that the values had to be the dominant part of the product page as this is the information that users would be seeking out on the go, and that recycling should always be the first one displayed as this is the core function of the app is to get more people invested in recycling personal care products. 23
Theory of Change // Beauty for Good
Visual style & precedents App UX/UI precedents
We looked at apps that used a clean and minimalist style for inspiration.35 This sort of style is current and therefore will appeal to our target audience who are driven by trends. We used the colours and aesthetic that are seen throughout other communications e.g fashion, interior design, and other products. Minimalist style makes information simple and effective by reducing the clutter of the interface, and using images and icons to convey meaning. 24
App design
Visual style mood board
25
Theory of Change // Beauty for Good
App Screens BeautyforGood app screens
26
App design
Home
Search
The homepage is a newsfeed type view similar to that of Facebook and Instagram. This is a place for users to browse good brands, find blog posts that may be of interest. These posts can easily be saved for later or shared to friends via other social media platforms. The search bar is at the top of the homepage as this is the core function of the app, so therefore needs to be the first thing the user sees. They can also refine the parameters for the price of the product.
The search functionality allows users to search the app by brand or product. As the user begins typing, the search bar will drop down with suggestions of the brands or products they may be looking for. The user can also search via image by tapping the camera icon on the search bar. This will bring up the smart-phones camera, and the user can take a photo of the front of the packaging or the barcode and the app will link this up to the product. Searching can be refined by value by tapping the icons under filter to turn on or off that value. The user can also decide how they want to sort the results, e.g by popularity, price, rating.
27
Theory of Change // Beauty for Good
28
The user navigates to the product page by selecting a product from the search results. This page allows the user to learn more about the product and see how it fits the values. The user is given a brief overview of the products description and how it can be recycled. If the product meets the BeautyForGood criteria (of meeting at least 3 values) then a link to its website is provided. There is a link for the user to pledge for good to show their support for the brand for doing good, or putting pressure on the brand to change their ways if they are not doing good. The bottom of the page features some of our recommended brands that users may be interested in. The user can save this product for later or share the brand with friends.
Learn about waste & recycling The user can scan a product to see how to recycle it, or search it by name. They are then presented with this page that gives instructions on how to recycle that specific product based on their area.
App design
Product Page
Impact The user is able to see their impact by tracking how many products they have diverted from landfill. This can be viewed as personal data, or collective data (the impact of everyone using the app) This can easily be added to via this page, or by clicking “I recycled this� from the previous page. Users are encouraged to share their impact to social media and be proud of the change they are making.
29
Theory of Change // Beauty for Good
Stakeholders Brands
Gain recognition for their sustainable behaviours, through ratings and consumer support. This will lead to increased sales and customer loyalty. Consumers
Consumers will be educated and empowered to make better choices, and influence others with their changed behaviour. Certification Authorities
Certification authorities will gain more business customers as more companies are driven to improve their manufacturing practices. Brands, consumers, influencers & certification authorities are all stakeholders in this project. Brands start to gain recognition for their sustainable behaviours, through ratings and consumer support. This will lead to increased sales and customer loyalty. Consumers will be educated and empowered to make better choices. The app will make it easier for them to follow through on their existing ‘green’ values. Influencers will gain opportunities to work with the BeautyforGood, promoting it to their audiences and working with sustainable brands. There will be opportunities to write blog posts for the news feed and social media collaborations. Certification authorities will gain more business customers as more companies are driven to improve their manufacturing practices. 30
Stakeholders Sustainable makeup that might appear on the app
How will it be funded? Brands that have good rating will be invited to sponsor blog posts for the newsfeed as a promotional activity. This will bring in money to fund the apps running costs. We will also provide affiliate links for customers directed off the app to good brands websites meaning that the app will gain a percentage of products sold from the link.36 The app could also be sponsored by accreditation authorities or sustainability grants to fund the startup costs. 31
Theory of Change // Beauty for Good
Feedback Loops
32
Feedback loops NZ Herald, 2015 Glassons slated by ethical fashion report
NZ Herald, 2016 Glassons improves in ethical fashion report
Consumer pressure works An example of a successful use of consumer pressure to improve company standards is Glassons ethical labour practices. In 2015 the ‘The Truth Behind the Barcode: Australian Fashion Report’ rated Glassons with a D-.37 There was high media coverage and consumer uproar at the lack of ethical practices for one of New Zealand’s most successful clothing businesses. In 2016 the ‘Baptist Word Aid Australia’s ethical fashion guide’ rated glassons with a C+.38 Media coverage was encouraging about the significant improvement. As a result, in the 2017 and 2018 reports Glassons rating has improved from a B- to a B+.39,40 This is a clear example of how consumer pressure and accountability can lead to industry change. We are proposing to use a similar method of calling out companies for poor standards and encouraging positive change within the beauty industry. 33
Theory of Change // Beauty for Good
#beautyforgood social media campaign
34
Feedback loops
#beautyforgood social media campaign
Social media campaign Users are encouraged to pledge their support to companies that are doing well and call out companies who aren’t. They are able to do so by copying a template off the app to share on social media. The message for ‘good companies’ is positive and uplifting. The message for the ‘bad companies’ is not completely negative. There is an element of hope and encouragement as it is not a indefinite boycott. When practices change consumer support will return. Hey @beautybrand, you have my support! Thank you for taking the time to make your beauty products kind for animals, the environment, communities and our skin. #BeautyForGood
Hey @beautybrand, you just lost a customer. I wish that you cared enough to put animals, communities, the environment, and the health of your customers first! #BeautyForGood 35
Theory of Change // Beauty for Good BeautyforGood website
BeautyforGood Youtube ambassadors
36
Feedback loops
BeautyforGood Instagram advertisement Advertising Social media advertising will tell people about the app using targeting strategies based on consumer interests in beauty and sustainability. We will use platforms such as Facebook, Pinterest, Instagram and youtube to advertise the app as these are the platforms most used in New Zealand.41 This is a good opportunity to advertise as we can utilise their current social media behaviour. This means that they will already be looking at similar things on these platforms e.g beauty bloggers and brands promotional material.42 Advertising will onboard users to the website where they can learn about the project and why they should care about the issues involved. The call to action from the website will onboard people to the app. There could be merchandise including t-shirts for people to purchase and pledge their support. These shirts could also be worn by vloggers in their videos to share the message with their viewers, as well as by everyday individuals to utilise on-street marketing to passers by. Highlighting the cruelty free and no nasty chemicals aspects of the app will be key in onboarding our target audience, who are already looking for beauty brands that have these values. Utilising these trends in beauty, and then drawing attention to the recyclability of products will be an efficient strategy to get users invested in the app, and recycling itself. 37
Theory of Change // Beauty for Good
Measuring impact
38
Measuring Impact
Apple app Store analytics
Measuring impact There are many existing methods for developers to gain insight on the success of their apps. We will utilise these as a way to measure the impact of BeautyForGood. For example, using the app store we can measure the number of app downloads and target where in the world these are downloaded from.43 This will help gain insight effective about how our targeted advertising has been. We can also measure the amount of click-throughs there have been within the app to external blog posts, product websites, and sharing product information with friends via social media. We also encourage users to track how many containers they are saving from reaching landfill, and can use this information to measure the impact, however, this relies on the discretion of the user. We could also measure the indirect impact through things like product sales of the brands we recommend, the sales of refillable products, and the volume of recycling and landfill. It will be harder to track if this impact is happening because of our app or not, however strategies such as discount codes for product sales could be introduced as a way of tracking these statistics. 39
Theory of Change // Beauty for Good
What’s next?
40
What’s next?
What would come next? Moving forward, our app has the potential to introduce more features. This could include more customisation and personalisation around which values appeal to the user. We would also gradually include more values such as veganism locally made and zero waste. Currently, a lot of companies would fail on most of our rating systems so in an effort not to overwhelm consumers with overly negative ratings the app would increase standard gradually over time. Recycling is only a temporary solution to the problem of plastic use. The ultimate goal is zero waste and the app would slowing introduce more features around this including take back systems, reusable containers, refilling stations etc. An intervention that could follow the app would be a support system for businesses in their journey towards zero waste. The beauty of the intervention being an app is that it can be constantly updated and new features can be added based on user input and suggestions. In the future users could also purchase products through the app. This would be able to more directly tie sales data back to the impact of recycling. However, this could have the potential to undermine the authenticity of our app as an objective third party. The consequences of linking the app directly to sales would be something to evaluate. 41
Theory of Change // Beauty for Good
Reference List 1. 2. 3. 4. 5.
https://www.allure.com/story/eco-friendly-beauty-packaging-trend-2017 http://www.recycle.co.nz/problemsize.php http://www.recycle.co.nz/problemsize.php https://sciencing.com/effects-landfills-environment-8662463.html https://www.stuff.co.nz/dominion-post/news/93589726/more-than-11000wellington-households-arent-recycling--and-apartments-are-mostly-to-blame 6. https://www.stuff.co.nz/life-style/beauty/97038559/inside-new-zealandsbeauty-boom 7. http://studenttheses.cbs.dk/bitstream/handle/10417/5185/bianca_culasso. pdf?sequence=1 8. https://blog.euromonitor.com/2016/11/intangible-appeal-natural-growingconsumer-interest-unregulated-product-label.html 9. https://www.fastcompany.com/3068710/whats-driving-the-billion-dollarnatural-beauty-movement 10. http://www.recycle.co.nz 11. https://wellington.govt.nz/services/environment-and-waste/rubbish-andrecycling/recycling 12. https://www.stuff.co.nz/business/better-business/100630697/recyclingindustry-scrambles-to-solve-our-dirty-waste-secret 13. http://www.skinbyecostore.co.nz/blog/article/choosing-sustainable-skincare 14. https://www.muktiorganics.com/blog/17-frightening-facts-you-should-knowabout-skin-care-products 15. https://www.solarcity.com/sites/default/files/reports/reports-consumer-trendsin-sustainability.pdf 16. https://www.fastcompany.com/3068710/whats-driving-the-billion-dollarnatural-beauty-movement 17. https://www.recyclenow.com/recycling-knowledge/packaging-symbolsexplained 18. https://www.natio.com.au/about-us/faqs 19. https://www.ftc.gov/system/files/documents/public_ comments/2014/05/00005-90255.pdf 20. https://www.nmisolutions.com/syndicated-data/segmentation-algorithms-apanels/lohas-segmentation 21. https://valuesandframes.org/downloads 22. https://www.emarketer.com/Article/Millennials-Dominate-US-BeautyMarket/1014857 23. https://www.stuff.co.nz/national/politics/99525500/governmentbansproduction-and-sale-of-all-microbeads 42
24. http://www.researchnz.com/pdf/special%20reports/research%20new%20 zealand%20special%20report%20-%20use%20of%20smartphones.pdf 25. https://www.crueltyfreeinternational.org/what-we-do/corporate-partnerships/ leaping-bunny-certification-programme 26. http://www.recycle.co.nz/symbols.php 27. https://www.fairtrade.net/standards/our-standards.html 28. https://www.enviro-mark.com/what-we-offer/environmental-managementsystems 29. https://www.biogro.co.nz 30. https://www.enviro-mark.com/what-we-offer/carbon-management 31. https://rspo.org/certification 32. http://info.nonastychemicals.org/ 33. https://www.epa.govt.nz/assets/Uploads/Documents/Hazardous-Substances/ Guidance/Cosmetics-fact-sheet.pdf 34. http://www.safecosmetics.org/get-the-facts/chemicals-of-concern/red-list/ 35. https://www.pinterest.nz/Katydesignco/creative-ecologies/visual-style/ 36. https://www.techopedia.com/definition/1397/affiliate-link 37. https://www.nzherald.co.nz/business/news/article.cfm?c_ id=3&objectid=11436801 38. https://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11626555 39. https://www.nzherald.co.nz/business/news/article.cfm?c_ id=3&objectid=11840453 40. https://www.nzherald.co.nz/business/news/article.cfm?c_ id=3&objectid=12031198 41. https://www.statista.com/statistics/681840/new-zealand-most-popular-socialmedia-networks/ 42. http://www.blogs2017.buprojects.uk/eleanormason/2017/12/22/5-waysyoutube-affected-beauty-industry/ 43. https://developer.apple.com/app-store/app-analytics/
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