Wednesday, February 25, 2009

Recyclable Packaging Ranks Highest With Consumers

With consumers becoming more "green", they seem to be becoming more aware of sustainable packaging according to BrandWeek. Despite it not being a major turn off, consumers are looking for companies to incorporate green practices.

“Consumers are increasingly aware of the back-end—where it goes when it enters their home and after they touch it,” said Alison Worthington, The Hartman Group’s managing director of sustainability. “Packaging is also a great way to communicate your sustainability message. The No. 1 thing people will respond to is how it's disposed of—the three Rs [Reduce, Reuse, Recycle].”

Despite greenwashing concerns, Worthington said that environmentally friendly claims on packages aren’t met with a sarcastic eye roll most of the time. According to her study, 82% of consumers said they think brands’ green claims are mostly true and 42% said they view a certification from a third party on a package as an important factor in their decision-making process about which sustainable benefits are believable.

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