Sustainability in Aesthetics

Becoming a Sustainable Clinic

Business development consultant Ron Myers explores the emerging importance and advantages of sustainability in aesthetic medicine and tips for starting out

As the daily news stories concerning COVID-19 ease, the airtime given to sustainability issues will arguably increase, as the Government tries to implement and enforce the targets that they have committed to in relation to the 17 United Nations Global Sustainability 2030 Goals.1 Certain sectors are already grappling with huge consequences to their business models, with the proposed gas boiler ban in three years’ time followed by combustion engines in 2030.2 When I was growing up, environmental activism was almost exclusively known as ‘green issues’ and was limited to a few deeply committed organisations such as Greenpeace, who were often not represented in the best light in national media. In the last few years however, campaigners like Greta Thunberg have mobilised a new generation of ‘young activists’ to participate in school strikes and rallies throughout cities in the UK and around the world. Some of these demonstrations have been aimed specifically at aspects of the beauty and aesthetic sector, with a ‘Plastic Free Beauty Day’ march on June 17 planned for this year in London.3 The consumer can no longer ignore the importance of sustainability and how their daily lives and habits can affect the planet, and this feeling is driving their behaviour. Business owners working in the aesthetic specialty must therefore think about this if they want to compete in this sustainability focused age.

Modern attitudes and adaptations This is a significant shift from what consumers wanted five or 10 years ago when the gold standard for brands was to deliver a great product or service. Now companies (large and small) are expected to go much further to stand for something beyond their products. Beauty and aesthetic brands and companies will increasingly have to prove that there is a reason for their existence beyond profits, one that contributes in some way positively to the environment, to society, or to supporting individual expression. This requires CEO leadership, deep thought and a commitment and focus on inward investment in both time and money to address sustainability issues relevant to that business. Ex Unilever CEO, Paul Polman, is a case study worth reading on what can be achieved over a decade whilst also keeping shareholders happy.4 A recent study by the British Beauty Council found that of 23,000 beauty shoppers, almost half (48%) are looking for more information, clarity and transparency about beauty brands’ values and commitments to the environment.3 In fact, the British Beauty Council has launched a Sustainable Beauty Coalition with a wide range of industry leaders (including Boots) represented to address sustainability issues, which has resulted in the publication of a 48-page sustainability report called ‘The Courage to Change’.The report highlights compelling reasons for taking action noting that ‘current industry efforts are too patchy and uncoordinated’, and that the sector ‘must move together, from the smallest independent, to the largest corporate brand’.5 In addition, they released a ‘Planet Positive Guide’ aimed at the consumer, with a headline stating that ‘our planet is in a code red situation’.6 Within the guide they highlight claims made by skincare brands and educate consumers about how to avoid ‘greenwashing’ – where ‘green’ marketing is used deceptively to persuade the public that an organisation’s products, aims and policies are environmentally friendly. Even as far back as the 80s beauty business like the Body Shop were championing environmental and suitability causes. More recently skincare powerhouses such as L’Oreal (the largest skincare company in the world) have joined the cause – with ‘We Fight Climate Change’ emblazoned across their website and commitments to sustainable development goal targets including: ‘by 2030, 95% of our ingredients will be bio-based, derived from abundant minerals or from circular processes’ and ‘by 2025, 100% of our plastic packaging will be refillable, reusable, recyclable or compostable’.7 The pressure to incorporate sustainability goals into future plans for companies quoted on stock exchanges around the world is also being driven by investment houses. In 2022,

50% of consumers are looking for more clarity and transparency about values and commitments to the environment

Larry Fink, the CEO of Blackrock, the largest investment management company in the world managing over $7 trillion of funds, wrote an open letter to CEOs warning them about a fundamental reshaping of finance in relation to climate change.8 Companies can no longer ignore this subject as it is becoming a greater determining factor in deciding where huge sums of pension fund moneys are invested with a resultant impact on share price. Smaller ‘disrupter’ companies are entering the sector with claims that aim to resonate with consumers such as ‘palm oil free’, ‘vegan’, ‘recyclable or refillable packaging’ and ‘sustainable ingredients’.

Embracing sustainability In talking to practitioners, clinic owners and suppliers in recent months, I think a lot of inaction comes down to a lack of understanding of what they can practically do to make a difference, alongside a belief that this subject is not yet an important factor that their customers take into account. Here are some ideas as to how you can make your start towards a more sustainable business in aesthetics.

Become more educated The first step is to understand more about sustainability issues and practices through reading articles, books and watching videos on YouTube (just type in sustainable business ideas). There are also courses available which can really broaden your horizons on this topic. I personally explored the dynamics around business and sustainability with a course that I undertook with Cambridge University. By looking at many business case studies, this course highlighted how incorporating more sustainable business practices into an aesthetic clinic can be a powerful differentiating factor from a marketing perspective, so this isn’t just helping the environment, but helping your business.

Research your suppliers Find out more about the companies behind your products and treatments and find out what their sustainability stance is. I recently spoke to a clinic owner who had become increasingly frustrated with a well-known aesthetic skincare brand that she had used for many years, in regard to sustainability issues. The supplier failed to address her concerns even resulting in an email that said, ‘maybe we aren’t the right company for you!’ This spurred her on to find a skincare company that addressed her concerns surrounding sustainability – and, with careful messaging, within two months, she changed over the majority of her skincare patients to this new brand. Of course, I appreciate that it is still early days and that not all companies will have solid procedures and policies in place, however it is up to you to ensure they know that this is a priority for their customers. These are some of the questions you can consider asking your suppliers: • What are your long-term commitments to sustainability? • Is your packaging fully recyclable or reusable? • Are there any sustainability issues in relation to chemicals you use that could be harmful to the environment? • Do you have future plans to be carbon neutral? • Do you recycle any of your key inputs, such as water or chemicals?

Connect with like-minded people For those that really understand where all of this is going, they will become ambassadors for sustainability. You should start to forge connections with like-minded businesses from other industry sectors in your locality. Talking to owners of local environmental focussed cafes/zero waste shops, or doing some volunteer work at a local community recycling/upcycling centre can also give you ideas and contacts. The resultant increased visibility and differentiation versus other local aesthetic providers can be a valuable marketing tool for patient attraction and retention. You should also forge relationships within your own industry and join suppliers, clinic owners and practitioners who are interested in learning more about sustainability issues related to aesthetics. There is a Facebook group called ‘Sustainability in Aesthetics’, which I formed in the hopes to kick start these connections.

Have a focus on sustainability I believe we are all personally on a sustainability journey, where the noise around different issues will get louder and louder, and where the Government will increasingly legislate to ensure that they hit our countries commitments to global sustainability targets. Businesses that strive to develop a close ongoing relationship with their customers, and start to embrace this journey, incorporating meaningful changes and discussing this in their marketing will seem more relevant than those that ignore it. None of this is going to be easy, and there are many things that will be difficult to change, due to innovation issues, or capital requirements – but starting small and gradually making progress will change your focus to ensure that this is a subject that you take positive action on, rather than watch others lead the way.

Ron Myers is a business coach and mentor specialising in helping aesthetic clinics and suppliers to maximise their profits. He is the co-founder of The Consulting Room, launched in 2002, which aims to help practitioners successfully develop and sustain their businesses.

REFERENCES

1. Corporate Report- Implementing The Sustainable Development

Goals. <https://www.gov.uk/government/publications/ implementing-the-sustainable-development-goals/ implementing-the-sustainable-development-goals--2> 2. UK Gas Boiler Ban – Everything you need to know; <https:// www.edfenergy.com/heating/advice/uk-boiler-ban> 3. Awareness Days – Plastic Free Beauty Day 2022 <https://www. awarenessdays.com/awareness-days-calendar/plastic-freebeauty-day-2022/?fbclid=IwAR2AD8AWOYDLbxULHVMayk190 6Ey4-SkU8SMj0HPmiW1bUN2se0Xktglaz8> 4. Putting sustainability at the center of business strategy: An interview with Paul Polman; Mongabay; <https://news.mongabay. com/2020/10/putting-sustainability-at-the-center-of-businessstrategy-an-interview-with-paul-polman/> 5. The Courage to Change Report; <https://britishbeautycouncil. com/wp-content/uploads/2021/03/the-courage-to-change.pdf> 6. The British Beauty Council’s Sustainable Beauty Coalition launches the Planet Positive Beauty Guide to help consumers avoid ‘greenwashed’ products, 2021, CISION PR Newswire, <https://www.prnewswire.co.uk/news-releases/the-british-beautycouncil-s-sustainable-beauty-coalition-launches-the-planetpositive-beauty-guide-to-help-consumers-avoid-greenwashedproducts-873068605.html> 7. Planet Positive Beauty Guide; <tps://britishbeautycouncil.com/ wp-content/uploads/2021/10/BBC-Green-Guide-FINAL-CS.pdf> 8. L’Oreal Groupe; Fighting Climate Change; <https://www.loreal. com/en/commitments-and-responsibilities/for-the-planet/ fighting-climate-change/> 9. Larry Fink’s 2020 letter to CEOS;A fundamental reshaping of finance; <https://www.blackrock.com/us/individual/larry-finkceo-letter> 10. Aesthetics definition, Lexico, <https://www.lexico.com/definition/ aesthetics> 11. 2030 Petrol and Diesel Car ban – 12 things you need to know;

The Sunday Times Driving; <https://www.driving.co.uk/car-clinic/ advice/2030-petrol-diesel-car-ban-12-things-need-know/>

11 & 12 MARCH 2022 / LONDON

Ron Myers will be speaking on sustainability in aesthetics at ACE on March 12 at the Business Design Centre, London.

Scan the QR code to register for free!