Knowledge Bank

In Autumn 2025, as part of The Ohio State University’s Environment, Economy, Development, and Sustainability (EEDS) capstone course, our team partnered with Eva NYC to explore how Generation Z (Gen Z) perceives and responds to sustainability messaging. Eva NYC, a B-Corp certified hair care company, has engaged in meaningful initiatives, including third-party certifications, ingredient transparency, and a partnership with Pact Collective for beauty product recycling. Our project focused on identifying barriers that prevent Gen Z from translating sustainability values into action, while providing creative recommendations for how Eva NYC can communicate its sustainability commitments in ways that inspire product purchase and responsible product use, building on similar efforts at its sister brands, amika and Ethique. To understand Gen Z preferences, we analyzed literature on U.S recycling trends, sustainable packaging, and Gen Z purchasing behavior, drawing on peer-reviewed studies, national surveys, and EPA data relevant to beauty and personal care, given limited hair-care- specific research. Upon completing the literature review, our team also conducted a survey of Ohio State students, primarily between the ages of 18–24. Results revealed that Gen Z prioritizes a brand’s overall sustainability identity, credibility, and transparency over individual product claims. The results also indicated that social media is the primary source of product information for this consumer group, with TikTok and Instagram cited most frequently. Finally, survey responses revealed strong consumer interest in product take-back programs, underscoring their value for responsible disposal and positive engagement. We used these findings to understand how Gen Z interprets sustainable packaging within the larger context of brand credibility and long-term environmental commitment.

Based on these insights, following upon Eva NYC’s current practices, our creative recommendations focus on three key areas: enhancing visibility and participation in the PACT recycling program through improved packaging instructions and digital educational content, adding incentives to encourage recycling, and building social media collaborations with credible sustainability-focused platforms. Collectively, these actions position Eva NYC to strengthen its brand-wide sustainability identity, increase consumer trust, and meaningfully engage Gen Z audiences.