tinues to grow around environmental awareness. This year saw the largest percentage of consumers identifying as environmentally aware in the three- year history of the study. Consumers want to choose packaging that they consider to be environmentally friendly and are ac- tively seeking information to help them make deci- sions based on their values. Sixty-six percent con- sider it important to purchase products packaged in environmentally friendly materials. Eighty-six percent of younger consumers (18-44) are willing to pay more for products in sustainable packaging. Changing World Younger generations strengthened their commit- ment to sustainable packaging and continue to lead the way in rewarding brands for moving to sustain- able packaging. Seventy-four percent expressed interest in buying products in refillable packaging. Consumers want products in recyclable packaging, but they also recognize the value of extending the life of packaging through reuse. Almost three- quar- ters expressed an interest in refillable packaging. The world is markedly different from when the Buying Green Report (Cont’d from Page 1)
first global Buying Green survey was conducted in early 2020. The pandemic has changed the way consumers work, socialize, and obtain products. But even while some consumers said they de-pri- oritized sustainability due to the pandemic, atti- tudes and behaviors associated with sustainable packaging proved resilient. Sixty-eight percent have chosen a product in the last six months based on its sustainability credentials. This result aligns closely with the 70 percent of consumers who identify as environmentally aware and demonstrates that consumers are translating awareness into action. Fifty-four percent actively look for recycling and sustainability information on packaging. Consumers seek information to confirm that the product choices they make are environmentally conscious and continue to turn to product labeling for information on the sustainability credentials of the package. Fifty-seven percent are less likely to buy prod- ucts in packaging they consider harmful to the environment. Brands risk losing their market share when they cannot meet consumer demand for sustainable packaging. More than half of consumers are “less likely” to buy products in harmful packaging, and
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Flexo Market News May 23, 2022 3
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