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Why Do Customers Love Sustainable Packaging?

Updated: Oct 5, 2022

Grid of boxes made with tree-free paper board

Sustainability is not a new-age phenomenon but something that new-age ventures have gracefully adopted to ensure we leave behind a better world for our upcoming generations. Sustainable businesses think beyond today's conditions and care about what their activities will mean in the future, but when it comes to packaging, there are a lot of considerations that one needs to consider during the manufacturing process.

An easy way to define sustainable packaging is packaging made from sustainable agricultural byproduct. In addition, it is imperative that packaging remains safe and effective throughout its life cycle, after which the material components can be recycled or composted thus creating a closed-loop of both manufacturing and usage. Sustainability, however, also means meeting the market's cost, performance, and safety requirements.

According to The Economist Intelligence Unit, worldwide online searches for sustainable goods have risen 71% in the past five years. It is an indication that consumers are increasingly becoming involved with sustainable businesses.

Here is why customers now prefer sustainable packaging:

1. Consumers consider products' environmental impact:

According to a survey from McKinsey & Co., 66% of all respondents and 75% of millennial respondents take sustainability into account when purchasing products. The customer aligns themselves with brands that share the same values and priorities. Businesses need to reduce their carbon footprint since environmental stability is one of the top priorities for many people. Most customers are willing to pay more for environmentally friendly products with high-quality packaging.

2. Consumers question the effects of chemicals and plastics

Consumers want to live more sustainably and expect businesses to support their efforts. According to three-quarters (73%) of people believe reduced plastic use is the responsibility of brands or manufacturers. In comparison, 65% of the consumers think there are not enough plastic-free options to choose from despite many trying to avoid it. In addition to seeking out brands and businesses that align with their values, many consumers are also willing to switch products or companies if their ethics are violated.

3. Consumers support companies that share their values

Consumers often base their buying decisions on the issues that matter to them. According to Clutch, Three-fourths of people (75%) tend to shop with companies that support a cause they are passionate about. In addition, customers who align their values with the companies foster a sense of community around the brand. Consumers hold the power of choice in today's economy and influence businesses with their money. The things people purchase are extensions of themselves and their personalities. Therefore, when they look for a product, they consider how it affirms their own beliefs and values and directly benefits them. For instance: someone who follows a vegan diet would be more inclined to buy a product with green packaging.

4. Consumers want to associate with brands with a commitment to corporate social responsibility

Corporate social responsibility means an organization is committed to improving the environment and society rather than contributing to its destruction. Consumers want brands to show them what they are doing - not just tell them what they are doing - regarding social responsibility. As brands chart their social responsibility course, they must better understand their customers' values. Most American consumers (55 percent) expect businesses to stand up for social, environmental, and political causes.

With consumer behavior shifting, businesses must rethink what suppliers to keep, invest in eco-friendly shipping options, and keep up with today's demanding customers.

Impress Communications provides complete sustainable packaging solutions with the workforce, resources, and capabilities to support clients across various industries. In addition, Impress Communications understands how to resonate with customers and make potential shifts to stay on top of trends and grow their business.

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