Published 4 years ago.
About a 3 minute read.
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
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 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
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
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
and reducing ocean
At the same time, consumers are looking for brands to guide that
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
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
— 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
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.
BillerudKorsnäs North America for a copy of the sustainability survey.
Published Jan 21, 2019 5am EST / 2am PST / 10am GMT / 11am CET
Inger Heinke is Business Development Director for BillerudKornsäs North America.