Marketing Benefits to Going Green
Paper-based packaging is the most environmentally-friendly and responsible option on the market currently. Paper packaging can be reused, recycled, or turned into a renewable energy resource while having far less of an impact on the environment than the alternatives.
There are plenty of creative ways to go easy on the earth and differentiate your brand in the process. Companies everywhere are making great strides with eco-friendly packaging that doubles as a reusable walking billboard for their brand.
Packaging that’s recyclable or reusable is always a reason for a consumer to choose your brand over your competitor’s. In fact, 52 percent of people around the world make purchase decisions partially due to packaging that shows a brand making a positive social and environmental impact. Appeal, together with (perceived) minimal or reduced ecological impact, are increasingly valued by consumers and represent an important future trend.
42 percent of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping, and 78 percent feel more positive about a product whose packaging was made up of recycled or recyclable items. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47 percent to 59 percent in just seven years. More than half of people surveyed said they are now making a conscious choice to use less disposable plastic than they were doing a year ago. 61 percent of consumers recently surveyed said that if they realized their current brand is not environmentally friendly, they’d be likely to switch to one that is.
Every company needs to reassess their packaging strategy in order to maintain a market position in today’s eco-friendly world. Sustainable packaging is no longer a USP: it’s a must. Brands not adopting new eco-friendly practices will face consumer criticism sooner than later. Big steps must be taken but investing in a switch to environmentally friendly packaging will only help companies retain their market share.
