Eighty-nine percent do not consider plastic pack- aging to be eco-friendly. Sixty-four percent associ- ate plastic with ocean pollution. Fifty-six percent consider plastic harmful to the environment. Many global brands have developed targets for their packaging to be 100 percent reusable or re- cyclable to bend the curve on single-use packag- ing consumption toward circular solutions. This may help drive consumers to solutions that extend packaging life, such as refillable packaging. The most effective approach to waste reduction is to not create it in the first place, as there is an environ- mental cost to the production of all materials. Reduc- tion, reuse, and infinite recyclability work together to conserve resources and protect the environment. As a result, the refillable movement is gaining traction as more brands launch refillable prod- uct options and consumers are increasingly open to trying these solutions. Seventy-four percent of consumers said they would be interested in buying products that come in refillable packaging. Consider The Implications Consumer interest in sustainable packaging is clear, but brands also need to consider the financial implications of switching to more environmentally friendly packaging. Sustainable materials are not al- ways the least expensive packaging option. Brands must consider the overall value and return when investing in more sustainable packages. This year’s results bring good news to those considering the transition to sustainable materials: seventy-seven percent are willing to spend more for products in sustainable packaging. And the percentage of consumers willing to pay 10 percent more for sustainable packaging jumped by 3 percent compared to last year. The income distribution of those willing to pay more matches the overall income distribution of survey partici- pants, indicating willingness to pay is not income dependent. Eighty-four percent of younger con- sumers (18-44) are willing to pay more for sustain- able packaging. Consumers younger than 45 are 18 percent more likely to be willing to pay more than those 45 and above. The generational difference is primarily at- tributable to the percentage of younger consumers willing to pay 10 percent more for products in sus- tainable packaging. Research from NielsenIQ aligns closely with the results of the Buying Green study. According to that Buying Green Report (Cont’d from Page 7)
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