Cosmetics as a Reflection of Social Responsibility and Lifestyle of Modern Consumers of Generation Z

Objective: The cosmetics industry is constantly investing in innovation, and consumers have a significant influence on trends and changes in production. The paper aims to investigate how cosmetics, through its socially responsible initiatives, reflect the lifestyle and values of modern consumers, with a special emphasis on Generation Z. The paper will analyze how this generation approaches the selection of cosmetic products based on sustainability, ethics and social responsibility and explore how their beliefs about the environment, social norms and animal rights affect their consumer habits and attitudes towards the cosmetics industry. Theoretical Framework: Consumer behaviour is a process, and every consumer goes through a buying stage, a consumption stage, and a disposal stage. Time and personal commitment of the individual are the key factors for changing attitudes. Social responsibility implies the obligation of companies to act for the benefit of society, the environment, and the economy, taking into account the needs of all stakeholders. Method: Modern consumers, especially members of Generation Z, are increasingly focusing their attention on brands that reflect their values and beliefs, with a special emphasis on social responsibility. The method that will be used to collect data is a survey questionnaire, distributed to a random sample of 495 respondents. The survey questionnaire is a key methodological technique in research, as it enables the collection of data in a structured way. Results and Discussion: The results show that the vast majority of Generation Z respondents consider social responsibility to be important when choosing cosmetic products. Over 70% of respondents stated that it is more important than ever for them that cosmetic brands implement sustainable practices and responsible business practices, including the use of organic ingredients and the avoidance of animal testing. Research Implications: For cosmetic brands, this research presents a clear message: social responsibility is not just an additional product feature, but a key factor that shapes purchasing decisions. Generation Z prefers brands that practice sustainability, respect human rights, and use environmentally friendly materials. Brands that ignore these values may face negative consequences, while those that implement and promote them will achieve the long-term loyalty of this generation. Originality/Value: The study "Cosmetics as a Reflection of Social Responsibility and the Lifestyle of Contemporary Consumers of Generation Z" brings originality to the approach to the analysis of the cosmetics market, focusing on social responsibility as a key factor in consumer behaviour. For the cosmetics industry, this research offers valuable guidance for sustainable development and ethical marketing strategies, while for consumers and society, it provides an important lesson about the power of individual decisions to shape market and social change.