A new report from independent market analyst Datamonitor identifies sustainable packaging as a growing consumer issue, revealing that, although sustainable packaging is not yet a primary motivator of purchases, it is becoming a consumer expectation.
"Sustainable packaging has the potential to become the new breakthrough consumer issue of its time, in the same way as organic food or fair-trade products a decade or so previously," Matthew Adams, consumer analyst at Datamonitor and author of the report, told Manufacturers' Monthly last week. "Consumers' relationship with packaging in many ways is complex because few will admit to its importance because it is often taken for granted, but increasing consumer concern about ecological matters means packaging is an issue that is rising to prominence. more
Dennis Bacchetta
Diamond's greenbox initiative
Packaging
4 comments:
Will they pay more? That is the question:)
Your discussion brings up the reality of this study - that at this point consumers still need to be educated. There has been enough "Green Washing" in the packaging community, but slowly this is changing with companies (suppliers) introducing solid sustainable solutions and direction. GreenerPackage is a new knowledge exchange which is providing this "real life" discussion among CPG's and suppliers. See more on the Datamoniter study at http://www.greenerpackage.com/corporate_strategy/recession_brings_sustainability_forefront_consumers
Interesting though that the average decision time to pick up a product is 3 seconds. Not very long for all these considerations.
Price is always going to be important, but interesting that recyclability or reduced waste of packaging is growing in importance for consumers.
These considerations may be more prominent when choosing between very different types of packaging. For example, what about purchasing wine in a can rather than a bottle? Drinking wine from a can means that, as long as you recycle it afterwards, it can be used to make a new can of wine - in just 60 days. This saves the energy (up to 95%) and resources compared to making the can from scratch. See more here http://tinyurl.com/mw6ute
Yeah this is very true that the trend in sustainable packaging and it is definitely gaining popularity and fame very swiftly and in very less time.
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