Do Consumers Really Care About Sustainable Packaging? Signs point to Yes

October 2013, Written for 3Linx (fulfillment center blog)

HOW CONSUMERS ARE THINKING

According to a 2013 international Environmental Research study by Tetra Pak, environmentally friendly factors are increasingly important to consumers, but the landscape for sustainability has shifted. Consumers no longer view sustainability as a separate aspect of a product’s overall value.

Recycling is still the main environmental action consumers are taking, followed by buying products in environmentally sound packaging. According to the study, consumers are looking for environmental logos on the products they buy more than ever before (especially in developing countries). When asked if they trust the logos they see on packaging 54% of consumers surveyed said they trusted logos (compared to 37% in 2011.)

CAREFUL HOW YOU PACKAGE YOUR MESSAGE

What logos are they looking for? The top ranked logos were the recycling mobius loop (the three chasing arrows in the triangular shape) followed by the FSC symbol. (Launched in 1993, the FSC symbol is a global forest certification applied to forest products with a committment to combatting global deforestation.) A striking 80% of US respondents recognized the recycling logo and only 11% recognized the FSC symbol.

The biggest barrier to the use of sustainable packaging is cost, which is the same barrier noted by consumers for why they did not purchase sustainably packaged products. However, consumers are willing to pay more, if not a lot more for the peace of mind that comes with helping the planet. When consumers were asked if they would pay more for milk in sustainable packaging over half responded they would pay 5% more.

And here’s another tip for business owners thinking about putting labels on their product packaging: The term “environmentally friendly” is seen as outdated and generic. The trend is moving toward more specific, action-oriented labels. Consider the How2Recycle label http://www.how2recycle.info/, created by nonprofit GreenBlue's Sustainable Packaging Coalition (SPC).

http://www.sustainablepackaging.org/ The label, which launched in June 2012 is supported by Cosco, General Mills, and Best Buy among others and gives specific instructions on how to recycle different parts of a product’s packaging.

HOW ARE CEOs THINKING?

The UN Global Compact-Accenture CEO Study on Sustainability (2013) found that 93% of CEOs see sustainability as important to the future success of their business. With that in mind, innovation in sustainable packaging options continues to develop at a rapid pace. Dell has been experimenting with compostable packaging materials made from bamboo and mushrooms. And many companies are now looking at cradle to cradle design: a holistic view of a product’s lifecycle with the ultimate goal of a waste free environment.

3LINX CEO Kashif Raza gives sustainability top billing both in the office and on the warehouse floor. 3LINX makes use of recycled newsprint and the innovative AirPouch® EZ-Tear™ Air Pillows from Automated Packaging Systems. APS product manager Ryan Cantwell, explains the environmental attributes of the AirPouch pillows, "These packing pillows are made using low-density polyethylene but include an additive that allows them to biodegrade in one to five years. The average weight of a single pillow is approximately 3 grams (1/10th of an ounce), so adds almost nothing to the cost of shipping. In addition, they are inflated on site so very little space is needed to store them."

So, do consumers care about sustainable packaging? While traditional factors of price, quality and design may come first, sustainability is now considered an aspect of the product (not a separate consideration) so make the most of the “environmentally friendly” aspects of the products your company offers.

About 3LINX3LINX is a fulfillment and logistics provider with headquarters in the Lehigh Valley, PA, offering exceptional fulfillment services through innovative, customized solutions for growing and established companies.

About Brenda KahnBrenda Kahn is a blogger and marketing professional writing on diverse topics including technology, environment, small business and non-profits.