Younger consumers drive demand for sustainable packaging, express willingness to pay more

USA – Demand for eco-friendly and sustainable product packaging has remained robust and is expected to remain so in the coming years thanks to an ever-expanding interest from younger consumers, a new report by Trivium Packaging has revealed.

The 2022 Global Buying Green Report by Trivium revealed that 86% of those 45 and under had a preference for sustainable packaging and mentioned to be willing to pay more for products that come in this kind of packaging.

This was a slight but notable increase from 83% that was recorded in Trivium’s 2021 Global Buying Green report.

According to Trivium, the report was based on a survey of more than 15,000 consumers across Europe, North America, and South America.

Consumers were surveyed on their values & behaviors related to sustainable packaging, including willingness to pay more for eco-friendly packaging, perceptions of materials, and interest in refillable packaging.

Key findings conclude that overall consumer demand for sustainable packaging remains high. 70% identify as environmentally aware while 68% have chosen a product in the last six months based on its sustainability credentials.

 This result aligns closely with the more than two-thirds of consumers that identify as environmentally aware and demonstrates that consumers are translating awareness into action.

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Meanwhile, 74% expressed interest in buying products in refillable packaging as they recognize the value of extending the life of packaging through reuse.

Refillable packaging is proving to be a versatile and valuable solution for consumer products, according to the report.

“The data in this year’s Buying Green report presents a strong case that transitioning to sustainable packaging is not only the right decision for the environment but also the right decision for any business,” said Jenny Wassenaar, Chief Sustainability Officer, Trivium Packaging.

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“Metal packaging is perfectly aligned with a circular economy. Once produced, metals exist forever and can be used, reused and recycled endlessly without any loss of quality.”

Brands at risk of losing market share

With the new finding, Trivium notes that brands risk reducing their market share when they cannot meet consumer demand for sustainable packaging.

According to Trivium, Consumers are 57% less likely to buy products in a packaging they consider harmful to the environment while 44% have declared they “won’t buy” products in packaging that is harmful to the environment.

Therefore, it is important for brands to share the full sustainability credentials of packaging so consumers can make informed decisions

“Brands that take a more holistic approach to sustainability by making packaging material part of their story can help align perceptions with reality and strengthen their sustainability credentials,” said Trivium Packaging CEO Michael Mapes.

 “The consumer demand for eco-friendly packaging is higher than ever, and the consumer behaviors, as a result, speak for themselves – businesses need to step up.”

Trivium Packaging is a global supplier of infinitely recyclable, metal packaging for the world’s leading brands.

The Chicago, Illinois company has more than 60 locations worldwide and employs approximately 7,500 people with sales of $2.8bn.

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