In partnership with Refinery29, SCAD hosted Next in Beauty in winter 2024 to engage, inspire, and propel the industry forward during its two days of events. As part of this event, SCADask conducted a pre-event survey on the factors that drive consumer purchasing habits. The results? The beauty market has gone global. Social media usage in exploring products and brands has resulted in increased awareness of the human impact on the world as well as the wide spectrum of peoples and cultures in the beauty space, shining a light on practices like South Korean skin care regimes, Middle Eastern and African fragrance rituals such as burning bakhoor, and more. SCADask survey responses indicate that brands must continue expanding their use of sustainable practices, diverse and representative products, and inclusive packaging design to both drive societal change and capture the expanding Gen Z and Gen Alpha consumer markets, with sustainability, affordability, and effectiveness the top priorities for these young consumers.