For years, sustainability has dominated conversations in personal and home care. Yet according to futurologist Helga Hertsig-Lavocah, the next wave of innovation may be shaped by a different concept: longevity.
And longevity isn’t just about living longer. Longevity resonates strongly with consumers because it empowers them to take an active role in managing their health and well-being. This sense of personal agency becomes particularly valuable during periods of uncertainty, when many external factors feel beyond individual control. By focusing on physical and mental health, consumers can create a greater sense of stability, predictability, and control in their daily lives. Health, wellbeing, independence and quality of life are becoming intertwined with purchasing decisions, creating new expectations of the products people use every day.
At the same time, the reality of sustainability is evolving. While consumers continue to express concern about environmental issues, economic pressures have made value, convenience and effectiveness equally important. The challenge is no longer how to persuade consumers to make sustainable choices, but how to make them the easiest and most beneficial option.
Hertsig-Lavocah argues that the most successful innovations will be those that align personal benefits with wider environmental goals. Products that simplify routines, reduce waste, support wellbeing and deliver clear value are likely to resonate more strongly than those relying on sustainability messaging alone.
This shift requires a fresh perspective on product development, consumer engagement and category growth. As traditional assumptions about sustainability are challenged, new opportunities are emerging for businesses prepared to rethink what consumers really need from personal and home care products.
These themes will be explored further by Helga Hertsig-Lavocah, Senior Futurologist and Founder of Hint Futurology, during the free PLMA Lunch & Learn webinar, "Longevity and Sustainability in Personal & Home Care: What's Next."
When? 24 June, 12.30-13.30 CET. Are you a PLMA member or retailer/wholesaler? Request a registration link here.