In the Eyes of Consumers, Sustainable Packaging Matters

As consumers become increasingly concerned about protecting the environment, sustainability has become a hot issue. We’re not just talking about products. We’re talking about packaging, too. More and more studies show that consumers are paying attention, not just to the products they buy, but to the packaging those products come in.

One study from Boston Consulting Group, for example, found that 59% of consumers are less likely to buy products in packaging they see as harmful to the environment. Nearly half (47%) won’t purchase these products at all. Nearly three out of four are willing to pay more for sustainable packaging. Approximately one-quarter are willing to pay 10% or more.

Doing Things Differently

These findings are consistent with the changes consumers are making at home. When asked about their sustainability habits, research commissioned by Footprint found that, on a monthly basis, consumers report taking steps such as...

·      recycling (89%),

·      avoiding single-use plastic (72%), and

·      refusing plastic bags while shopping (70%).

But consumers have expectations of sustainable packaging, too. They want a wider range of options, and they want environmentally friendly packaging to be better labeled so they can recognize it when they see it.

As for paying more, consumers don’t see that as their responsibility. While they are willing to do their part, they place the greater responsibility on brands. According to Footprint’s research, 85% say brands should be the ones playing a major role in solving the world’s climate crisis because they’re the ones causing it. Nearly eight in ten (78%) said that brands are not currently doing enough.

Preferred Sustainable Substrates

What types of substrates do consumers want to see instead? According to “Sustainability in Packaging: Inside the Minds of U.S. Consumers” from McKinsey & Company, the following get top marks:

·      Glass, paperboard and paper (57%–60%)

·      Plastics, such as compostable plastic films or fully recyclable plastic films and bottles (53%–57%)

·      Metal containers (48%)

·      Aluminum foil (37%)

·      Laminated packaging (32%)

For brands, sustainable packaging offers both a challenge and an opportunity. It takes time and effort to select more sustainable substrates, but it gains customer loyalty. While consumers may not always be willing to pay more for products in sustainable packaging, in some cases, it just might be the tie-breaker between your product and someone else’s.