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.