According to research conducted by Smurfit Kappa UK, shoppers are increasingly prioritizing the sustainability of a product’s packaging when deciding to make a purchase. This aligns with the rising trend of consumers choosing to shop with brands that align with their core values, with sustainability, equity, and authenticity being the key driving factors. Interestingly, the study revealed that there has been a significant increase in the number of consumers embracing circularity, with half of them opting to repair or reuse items instead of replacing them.
When assessing a brand’s sustainability, consumers primarily focus on packaging and products rather than factors like reducing carbon footprint and waste in manufacturing. The research suggests that essential purchases made frequently spark thoughts of sustainability and drive customer interest in a company’s ethical values.
The younger generation, particularly Gen Z customers, place paramount importance on sustainability and are acutely aware of the environmental impact of their purchases. Modern Retail data indicates that 37% of Gen Z shoppers consciously pay attention to green messages displayed on packaging.
Considering these insights, Smurfit Kappa believes that manufacturers should place greater emphasis on creating recyclable, plastic-free products with prominent green on-pack messaging. This approach is deemed essential to increase sales and foster customer loyalty.
Consumer Goods Technology data reveals that 75% of consumers would be willing to discontinue their association with a brand if they perceived a conflict in values. Additionally, 15% of consumers would openly express their dissatisfaction on social media. This highlights the importance of brands promoting sustainability, as failing to do so could result in the loss of customer loyalty.
In addition to environmental sustainability, health is another crucial factor influencing consumer buying habits. Mintel’s data, referenced in the report, indicates that 45% of customers associate “value” in food and drink products with additional health benefits. Consequently, this becomes the most sought-after quality for customers.
