What are 5 potential characteristics of a business that really matter to a new generation?

1. Safety

During our visit to Lush in Georgetown, we spoke with an employee named Kiyana, who provided a lot of insight into what is driving customers there, as well as what motivates the employees. Lush provides premium products for a premium price, so why are customers willing to pay extra when they could get similar products somewhere else for less? Safety is of paramount concern young people these days; lush has built a reputation of providing natural and safe products, and people today, more than ever, want to know that what they're putting on their skin is healthy. Safety is a major factor in converting parents into customers, as most parents only want their children to use the safest products possible. Employees are proud to work for a company that values safety.

2. Natural Ingredients

Lush is dedicated to providing premium products, so they are proud to say that all of their products are made using only natural ingredients. Consumers highly value natural products, in part because they are perceived to be healthier than products with synthetic ingredients, but also because it is believed that using natural ingredients is better for the body and for the environment. Parallels can be drawn with the food industry, in which many cheap products use artificial flavors, whereas premium-priced products often stick to only natural ingredients.

3. Public Good

As pictured in one of the photos at the top of the page, Lush has expressed a dedication to improving society and the world as a whole. During our visit, Lush was running a campaign advocating for the end of cosmetic product testing on animals. Lush has taken a stance against animal testing for over 30 years, and none of its products are tested on animals. The message to customers is that buying lush products will help support Lush in its fight against animal testing. Both customers and employees feel very passionate about that issue, and they are proud and supportive of Lush because it stands against an unethical practice.

4. Minimal Waste

A large portion of Lush's products are sold "naked," meaning they are sold with no packaging whatsoever. Packaging for most of their other products is recyclable, made of recyclables, or biodegradable, including mail deliveries. They even offer a sort of buyback for their face-mask containers: if you bring back 5 face mask containers, they take them, recycle them into new containers, and give you a new face mask for free. Young people in general are more concerned for the environment and the negative impact of pollution than their predecessors. Customers needn't feel guilty for buying Lush products as many are not wasteful whatsoever, and employees are proud to provide environmentally friendly products.

5. Handmade

All of Lush's products are made by hand, by real people. In fact, delivered products feature the name of the 'compounder' that made that exact product in the box. Just as with in the food industry, handmade products are more trusted by consumers than mass-produced, factory made products. People believe that a handmade product is quality-controlled from the start, and that the quality of a handmade product surpasses that of ones made on an assembly line.