Buying Green Report (Cont’d from Page 9)
sumers willing to pay 10 percent more for prod- ucts in sustainable packaging at 13 percent. These factors create an opportunity for brands to launch premium products in metal packaging. Europe : Consumer concerns related to plastics showed that more than 60 percent of respondents considered plastic to be harmful and relate plastic to ocean pollution. With 51 percent of consumers in this region saying they won’t buy products in packaging harmful to the environment, there is a significant opportunity for brands to move from plastic to alternate packaging materials. Brook + Whittle Acquires Diamond Flexible Packaging Brook + Whittle, a provider of pressure sensitive labels, shrink sleeves and flexible packaging, has acquired Diamond Flexible Packaging in North- brook, Illinois. Diamond is a third-generation, fam- ily-owned business with more than 90 years of ex- perience producing h flexible packaging solutions. Diamond provides custom printed bags and pouch- es for a wide variety of end markets, including food, cosmetics, nutritional, beverage and healthcare.
study, 72 percent of surveyed respondents around the world said they would be willing to pay a pre- mium for products that claim to be sustainable – and 20 percent of global consumers would be will- ing to pay a lot more for sustainable products. While overall results are generally consistent across regions, there are variations that may guide brands in tailoring their strategy and marketing. South America : This region has the highest per- centage of consumers identifying as environmen- tally aware was 80 percent and the highest willing- ness to pay more for eco-friendly packaging was 73 percent. However, the region has a low recognition of the sustainability of metal packaging compared to the United States and Europe. There is an oppor- tunity for brands using metal to increase awareness of metal as an infinitely recyclable material with high recycling rates to strengthen their position. United States : the United States saw a 3 percent increase in those identifying as environmentally aware and a 4 percent increase in those who say it is important that the products they buy are pack- aged in environmentally friendly materials. The United States also had a higher percentage of con-
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