Consumers are more and more aware of the environmentally responsible decisions they make when making purchases, and younger consumers are valuing sustainability over brand loyalty, so how should brands respond with their packaging designs?
For many products, the consumer experience begins with the packaging, and it is a company’s first opportunity to showcase how they are preparing for a sustainable future, as consumers show their commitment to the environment with their wallets.
According to a survey by financial services firm ING, almost half of people ages 25-34 said they’ve stopped buying a company’s food or beverage products after discovering the company is not environmentally responsible.
The survey also revealed that adults under 30 have much lower brand loyalty than previous generations, and they are likely to switch brands if a company’s values do not align with their own. As the under-30s gains disposable income, their desire for non-disposable products will influence the future of all marketplaces.
Customers are expecting advancements in the circular economy for plastics, and wanting policies and blueprints for the future that champions business decisions that prioritise nature. For this to work, the supply chain needs to collaborate further, and much of the change begins at the design stage. Much of this change revolves around sustainability and recyclability.
Recyclability doesn’t happen without the appropriate infrastructure. To act on their sustainable values, consumers need products that can be recycled through existing streams. Brands need flexible partners that can adapt to their products’ needs.
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