As consumers look to brands to lead the way in packaging sustainability, brands can choose responsibly sourced, light and easy-to-recycle packaging solutions to get there.
In 2017, renewable packaging materials manufacturer BilluerdKornsäs completed a study of consumer views on packaging sustainability in megacities across the globe. Creating conditions for a more sustainable future is a top priority for countries, municipalities, NGOs, corporations and citizens around the world: Overall, the survey’s findings showed that consumers, while willing to make responsible choices, are looking for brands to lead the way toward creating a sustainable future.
Consumers accept responsibility
Consumers expressed that they are willing to change their consumption behaviors to minimize food waste and boost recycling. The survey used Net Positive Attitude (NPA) scores to measure consumer attitudes. The NPA score represents the number of consumers answering with the two most positive alternatives out of six, detracting the share of consumers with the two most negative responses.
Packaging sustainability was viewed positively by surveyed consumers across the globe, with an average of 54.1 NPA. Additionally, 34.1 percent of consumers surveyed said the highest-ranking factor in creating a positive environmental impact is establishing a **change in consumer behavior**.
In fact, when asked if they would be willing to pay more for a similar product if packaged in a way that provides substantial sustainability benefits, 72 percent of all respondents indicated they would. The panel also gave input on the global challenges that packaging can contribute to solving in the future. Globally, the highest-ranked tasks are: reducing food waste, increasing recycling levels, and reducing ocean litter.
Brands as sustainability pioneers
At the same time, consumers are looking for brands to guide that change. Brand owners play an important role in implementing more sustainable packaging through the design and material selections they make. Consumers all over the world believe that brand owners that really care about sustainable cities, where living a sustainable lifestyle is the norm, have the potential to make a difference through packaging.
When asked, “What are your dream results from packaging development?,” the majority of consumers across regions said they want packaging that is fun and easy to recycle, and that prolongs product freshness. When asked to define packaging sustainability, 42.3 percent of respondents said it was packaging made from recycled, renewable or biodegradable materials. It is up to brands to educate consumers on how sustainability plays a role across the supply chain, not just in the packaging that ends up in their hands.
Sustainable packaging choices
The sustainable packaging market was valued at around $250 million USD in 2017 and is expected to reach *$400 million by 2024, representing a compound annual growth rate of 7 percent. Recognized by the Dow Jones Sustainability Index as one of the top 10 percent most sustainable companies in the world, BillerudKorsnäs is one provider of environmentally friendly packaging solutions to service a range of industries. For example, its D-Sack® — a disappearing cement sack that reduces waste at construction sites— has a 30 percent lower climate impact than conventional cement sacks. The company has also produced **The First Sealed Paper Packaging**, a dry food bag made from renewable and recyclable paper, with a manufacturing process less dependent on fossil resources than plastic; as well as versatile, lightweight, cartonboard solutions — produced with 97.2 percent renewable energy — that can be recycled five to seven times.
As consumers look to brands to lead the way in packaging sustainability, brands can choose responsibly sourced, light and easy-to-recycle packaging solutions to improve sustainability across the supply chain. Contact BillerudKorsnäs North America for a copy of the sustainability survey.