WestRock Study ( Cont’d from Page 6)
should not use less packaging, but just the right amount of packaging.” As for the retail environment, it continues to be a critical driver on what consumers purchase. Packag- ing, it remains clear, has a major impact on consumer purchasing behavior, including trying new products and brand switching. What’s New Two thirds of consumers tried something new be- cause the packaging enticed them into doing so. Also, 60 percent of consumers purchased a product again because of packaging functionalilty and 35 per- cent changed brands because of new packaging. The study reveals myriad ways in which packaging can influence consumers, including: • 59 percent of consumers purchased a product be- cause the packaging made it look safer, • 59 percent of consumers compared packaging be- tween products to make a purchasing decision, • 60 percent of consumers purchased a product again because of the packaging’s functionality, • 66 percent of consumers tried something new be- cause the package caught their eye, and • 70 percent of consumers used the packaging to learn more information about the brand.
“Even more,” said the report, “consumers ranked packaging higher than sustainable sourcing prac- tices, partnerships with NGOs and activism. While these activities are all important to consumers, the packaging is a very direct, tangible way to show com- mitment to sustainability.” When it comes to demonstrating commitment to sustainability, consumers ranked packaging higher than many major operational activities. Keeping Balance The key tightrope for brands now appears to be the ability to balance sustainability without affecting functionality. Nearly 80 percent of consumers believe it important for brands to focus on innovations that make it easier for them to use the product. Addition- ally, 77 percent of consumers said it’s extremely im- portant that packaging keep products fresh and/or effective, and 82 percent said it’s extremely impor- tant that packaging prevent spilling/breaking. This leaves it to brands to best figure out how to demonstrate commitment to sustainability while simultaneously protecting products. As WestPack summarized: “Consumers value brands that balance sustainability and function. Brands
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