Of course, brands owners are finding huge op- portunity on the table when it comes to boosting sustainability and meeting the rising consumer de- mand for ‘green’ product options. For example, the Boston Consulting Group found in a recent global consumer survey that almost three-quarters of shop- pers were actively willing to spend more money for packaging that is demonstrably sustainable. On crowded store shelves, brands are looking for every competitive edge available to win market share and solidify the bottom line – which means there’s true commercial value to thinking ‘green’ when it comes to packaging and product design. Moving In New Directions However, as sustainability continues to become the benchmark and not the exception, it seems to be moving in many different directions when it comes to using this market acceleration to predict the future of consumer behavior. So, besides shap- ing today’s packaging and product development, what does the evolving sustainability narrative ac- tually tell us about today’s consumers? A crucial element for brands to understand is that the consumer is getting more hands-on with sustainability, particularly when it comes to plas- Sustainable Packaging (Cont’d from Page 1)
tics and packaging. They want to know the origin and provenance of packaging, spurred on by more widespread communication of recycled content – now becoming a common part of on-pack copy. Historically, substrate terms such as HDPE, PCR, PET and PP were kept in the background when it comes to consumer communications. Today’s savvi- er consumer, however, is becoming more comfort- able with the technicalities of plastics. As a result, there is increasing understanding that the plastic it- self is not the core environmental issue – the prob- lem largely resides with consumer use and waste infrastructure, so it’s not as simple as it appears on the surface. Additionally, increasing media cover- age such as Netflix’s hit documentary Seaspiracy have put plastics under the microscope to report that packaging is often scapegoated when it comes to waste. Changing behaviors at scale can be a real chal- lenge, but ‘reduce, reuse, recycle’ remains a core tenet. With clarity and transparency top of the agenda, there is great opportunity for brand own- ers to go deeper with their consumer-facing sus- tainability claims. At Eco Flexibles, one of the major forces that drives our flexible packaging business is the change from mixed plastics to mono polymers, which are easier to recycle without compromising
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Flexo Market News July 18, 2022 3
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