In recent years, sustainability has become a critical focus area for businesses, consumers, and governments. With an increasing focus on a circular economy, packaging is at the forefront. The rise of environmentally conscious consumers has prompted significant shifts in purchasing decisions, and businesses are racing to meet these evolving demands. Let’s explore the key findings from a recent survey of ~900 North American consumers commissioned by NOVA Chemicals and executed by Schmidt Marketing Research, which delves into consumer perspectives on sustainable packaging, recycling, and their willingness to support a circular economy.
Consumers are increasingly considering the recyclability of packaging when making purchasing decisions.
71% of surveyed consumers in Canada and the United States report recycling as much as possible.
There is a gap between consumers' perceived recycling practices and actual recycling rates for various materials.
The top three important attributes for packaging materials are recyclability, minimal waste generation, and functionality.
Consumers' views on the environmental impact of packaging materials do not always align with actual recycling rates.
• Changing Behaviors:
• 75% of consumers believe companies should increase the use of packaging made from recycled materials.
• Consumers are willing to switch to products with recyclable packaging and take additional steps to ensure recyclability.
• Informed Consumers:
• A subset of consumers, identified as informed consumers, are knowledgeable about sustainability and willing to support circularity.
• Informed consumers are more likely to engage in sustainable behaviors and support products with recycled content.
• Messaging Opportunities:
• Effective messaging and education can increase consumer engagement with sustainable packaging.
• Informed consumers are receptive to factual information and can influence market share through their purchasing decisions.
• Moving Forward:
• There is a need for better communication about the value of sustainable packaging.
• Segmenting consumers into groups can help tailor solutions and messages to increase public understanding and drive circular packaging adoption.
The path toward a circular economy requires collaboration between businesses, consumers, and governments. As brands work to innovate and improve packaging design, they must also invest in education and transparency to ensure that consumers are empowered to make sustainable choices. The future of packaging is circular, and those who adapt will thrive in the marketplace.
Click here to read the full survey results.