CONSUMERS INCREASINGLY AWARE OF SUSTAINABLE PACKAGING PURCHASING ACCORDING TO TRIVIUM

More and more consumers are opting for sustainable packaging, a trend that is spreading worldwide. This is revealed in the Global Green Purchasing Report 2022 prepared by the multinational Trivium Packaging, which highlights that, in the case of consumers under 45 years, the percentage reaches 86% of young people who are willing to pay more for sustainable packaging.

The study, based on a survey of more than 15,000 consumers in Europe, North America and South America on their values and behaviors related to sustainable packaging, also reveals that 57% of respondents are less likely to buy products that are marketed in harmful packaging and 74% say they would be willing to buy products that come in refillable packaging. According to the report, 68% of consumers have chosen a product in the last six months based on its sustainability credentials.

Key findings include a steady increase in younger consumers’ commitment to sustainable living. Consumers reinforced their commitment to sustainable packaging and continue to lead the way in rewarding brands for switching to sustainable packaging by translating their values into behaviors.

Another key finding reveals that overall consumer demand for sustainable packaging remains high. 70% identify themselves as environmentally conscious, up 3% from last year. This result aligns closely with more than two-thirds of consumers identifying themselves as environmentally conscious and demonstrates that consumers are translating awareness into action.

Jenny Wassenaar, director of sustainability at Trivium Packaging details that “the data from 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,” adding that “metal packaging is perfectly aligned with a circular economy. Once produced, metals exist forever and can be endlessly used, reused and recycled without loss of quality.”

“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. Trivium has pioneered the expansion of the use of infinitely recyclable metal in packaging by offering a range of innovative solutions that help brands improve packaging sustainability. Consumer demand for eco-friendly packaging is higher than ever and, as a result, consumer behaviors speak for themselves: companies need to step up,” concludes Michael Mapes, CEO of Trivium Packaging.

Consumers want products in recyclable packaging, but they also 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.

In addition, brands risk reducing their market share when they are unable to meet consumer demand for sustainable packaging. Consumers are 57% less likely to buy products in packaging they consider environmentally harmful. Forty-four percent go a step further and state that they “will not buy” products in packaging that is harmful to the environment.