News travels fast in our digital world and it’s now easier than ever before to access information. But in an era of “post-truth”, “fake news” and “alternative facts”, who and what should we believe? Every year, the Edelman Trust Barometer polls more than 33,000 people across 28 countries. Its 2018 trust and credibility survey found that globally, nearly seven in 10 respondents among the general population have concerns about false information. And what’s more, according to this study, the media is now the least-trusted institution.
In an age in which we are increasingly concerned about our planet’s health, values such as sustainability, natural origin, safety, and transparency inform and drive people’s choice of beauty products worldwide. And with more and more consumers adopting healthier lifestyles, natural beauty products are becoming an integral part of caring for our appearance, overall wellbeing and the environment.