WestRock Study ( Cont’d from Page 1)
significant action brands can take to build trust in their products. More than three quarters of consumers said it would be extremely or very impactful to their trust in a brand to “package products in ways that protect them from tampering and contamination.” Safety First More than 80 percent of U.S. consumers, according to the report, say safe packaging makes them: • more favorable toward a manufacturer or brand (88 percent), • trust the brand more (88 percent), • more likely to purchase products from the manu- facturer or brand (87 percent), • more likely to recommend products from the man- ufacturer or brand to friends and family (82 percent). And consumer confidence in the packaging efforts put forward by consumer goods companies also ap- pears strong. Three quarters of consumers said com- panies are doing enough to ensure product packaging does not contain harmful materials of sub- stances. Additionally, 92 percent of consumers be- lieve packaging safety is headed in the r ight direction. Sustaining Interest In the area of sustainability, the importance to con- sumers has reached all-time high levels.According to the survey, 98 percent of consumers indicated that sustainability is extremely important in their view of a brand. CPGs and packaging converters have spent millions of dollars to minimize greenhouse gas emissions, using recyclable materials, and partnering with com- munity groups but the survey suggests that they could do much more to communicate their sustain- ability efforts to consumers. WestRock concludes that companies are experienc- ing a disconnect when it comes to sustainability. They are making enormous investments and then missing the opportunity to demonstrate their com- mitment to consumers at the most immediate point of interaction—through the packaging. “When asked for the most impactful action a brand could take to demonstrate its commitment to sustain- ability, consumers said: the packaging,” according to WestRock’s report. Two-thirds of consumers said that the most impor- tant action a brand can take to demonstrate its com- mitment to sustainability is to have products packaged in an environmentally friendly way.
(Cont’d on Page 13)
6 July 25,2016 Flexo Market News
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